# Volkswagen - Touareg Launch -- Interactive Floor Projection

> An immersive projection activation MLABART created for the Volkswagen Touareg launch. A dedicated space was built outside a shopping mall, with the floor inside driven by interactive projection: content plays across the ground and stepping on a projected flame sets it off.

- **Client:** Volkswagen
- **Industry:** Automotive
- **Year:** 2019
- **Published:** 2026-08-23

## Scenario

The Volkswagen Touareg launch, in a purpose-built space outside a shopping mall and open to passing mall traffic. The activation needed to engage shoppers who were not yet looking at the car.

## Interaction

Projection covers the floor of the enclosed space and responds to where visitors stand: stepping on a projected flame triggers it to burst, so the ground itself is the interface.

## Technologies

- Interactive Floor Projection
- Immersive Projection
- Motion Tracking

## Marketing value

Building outside the mall captures shopper traffic that would never book a dealership visit, and floor interaction gives a car launch something for people who are not yet looking at the car.

## Why brands choose this approach

- Building outside the mall reaches shoppers who would never book a dealership visit -- the audience walks past for free.
- The floor is the interface, so there is nothing to learn and nothing to queue for; people step in and it responds.
- It gives a car launch something for the people who are not yet looking at the car -- partners, children, the undecided.
- The enclosed space is relocatable, so the same build serves multiple cities on a roadshow.

## Video

- [Touareg Launch -- Interactive Floor Projection](https://www.youtube.com/watch?v=yIEYGGS45yI) -- uploaded 2020-01-23


## Related Pages

**See also:** [Ferrari - All-Electric Supercar Shanghai Debut -- Mechanical Lifting LED Reveal Stage](https://mlabart.com/work/ferrari-luce-shanghai/) | [Audi - International Auto Show -- Scan-to-Video Interactive](https://mlabart.com/work/audi-auto-show-scan/)

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**MLABART** -- Interaction - Imagination - Innovation

MLABART is an interactive installation and interactive software development studio. We design, program and deliver interactive installations -- motion-sensing games, touch and AI experiences, interactive LED walls, projection mapping, naked-eye 3D and kinetic sculptures -- for mall and New Year's Eve countdown campaigns, trade-show booths and launches, and brand pop-ups, from concept and custom software through fabrication and on-site delivery.

- Web: https://mlabart.com
- Email: mark@touchworld-sh.com
- Phone / WhatsApp: +86 18917292695
- Canonical HTML version: https://mlabart.com/work/volkswagen-touareg-floor/