Chevrolet Impala Media Drive
To launch the redesign of the Impala and solidify Chevrolet's reputation as design innovators, INVNT placed the iconic automobile inside a San Diego penthouse.
Working with the building architect and a team of structural engineers, INVNT lifted the Impala up eight stories into a stunning penthouse apartment located inside "The Q," a luxurious building named for James Bond's technologically innovative colleague. Stepping off the private lift, automotive and lifestyle journalists discovered the Impala surrounded by floor-to-ceiling windows that revealed the blue skies and crystal waters of San Diego, a quintessential American city. The connection between the Impala and the location, architecture and design of the apartment reinvigorated the original passion for style and design that made the Impala a classic.
INVNT created a unique car launch that communicated visually, emotionally and intellectually, breaking through the quotidian for jaded automotive and lifestyle journalists. Celebrating excellence in architectural, interior and automotive design yielded press that praised the quality, design innovation and luxury of the new Impala. Finally, closing a busy city street to lift a car into the air created its own news stories!