Agency INVNT recently supported luxury car brand Genesis to launch its new Mint Concept – an all-electric luxury car for the city.

INVNT provided creative insight and production for the launch event, which took place the day before the New York International Auto Show, 18 April.

The event was anchored by scenic elements including a giant pair of headphones and a handbag, and featured live music performances from Printz Board, Lipstick Gypsy, Tainy, and the Sing Harlem Choir.

It also featured 75 dancers performing a series of choreographed acts, and models showcasing the fashions of world-renowned designer Prabal Gurung as they walked the runway.

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The Genesis Mint Concept concluded the show as it dramatically travelled around the base of a significant landmark at Hudson Yards. The car’s design reimagines the iconic shape of the city car, and has been tailored with respect to the needs of the modern lifestyle.

It represents a collaboration among Genesis Design Studios in countries including Germany, the U.S and South Korea.

Manfred Fitzgerald, executive vice president and global head of the Genesis brand, said: “We were thrilled to showcase the Genesis Mint Concept in this breath-taking setting at Hudson Yards in New York City.

“Our outstanding professional partners made this event a success, and thanks to INVNT’s seamless on-site delivery we were able to successfully create an unforgettable moment for Genesis and our Mint Concept.”

Scott Cullather, CEO, INVNT added: “With its fashion show from the talented Prabal Gurung, upbeat sounds and chereograhed dance routines, the event was a true embodiment of the progressive, design-focused Genesis brand.”