“Think New” is the overarching idea of the new Volkswagen brand campaign. As such, it goes without saying that Volkswagen needed a brand new booth and communication concept for the IAA 2015 trade show. The aim was to allow visitors to experience the carmaker’s countless innovations in the most effective way. This is why BLACKSPACE transformed the booth into five separate themed areas: Innovate, Inspire, Connect, Relax and Perform. How does “Das Auto” make our mobile lives nicer and easier? People had the chance to touch every innovation. The Volkswagen IAA app developed specifically for the event shows a personalized route of themes for every visitor – to keep everyone looking fresh in the midst of all of these new developments – with just the news that matches his or her personal interests.