VW Atlas reveal

To introduce the all-new 2027 Volkswagen Atlas to the world, Gail & Rice transformed an off-site New York City event into a reveal built for the room — and the feed.

At the center of the experience: a mesmerizing field of kinetic orbs inspired by the Atlas’ new helix ambient lighting pattern. Moving in choreographed waves, the installation translated a signature vehicle detail into a dramatic reveal mechanism before parting to unveil the next generation of Volkswagen’s three-row SUV.

Timed to the New York International Auto Show, the experience brought together approximately 170 media, creators, dealers and guests for an exclusive first look — while its highly visual, inherently shareable reveal carried the moment far beyond the room.

Early results delivered 21.5 million social media impressions and 68 stories, including 47 original stories and 21 syndications, following the reveal.

170 guests. 68 stories. 21.5 million social impressions. One unforgettable reveal.