Nationwide MG Motor Roadshow
THE CHALLENGE
DisplayWise in collaboration with Scentre Group Brandspace delivered the MG Motor Roadshow across five Westfield destinations Australia-wide.
The display was required to be modular and installed across Westfield locations such as Bondi, Sydney, Pitt St Mall, Chermside, Coomera and Fountain Gate.
Installed across five major Westfield destinations across NSW, QLD and VIC — each location presented its own challenges, with busy foot traffic, unique layouts, and distinct operational requirements. With just a short time frame of a three-week period from brief to install, the logistics of bumping out of one venue and immediately setting up at the next on the same night was a significant logistical challenge to overcome.
Ultimately, DisplayWise needed to create a branded experience that could capture attention in high-footfall public spaces while still feeling premium, polished and aligned with MG Motor’s brand presence.
CLIENT | SCENTRE GROUP |
|---|---|
SERVICE | BRAND ACTIVATION |
LOCATION | 5 WESTFIELD CENTRES |
DATE | SEPTEMBER-OCTOBER 2025 |
THE SOLUTION
Displaywise with Scentre Group BrandSpace, delivered the MG Motor Roadshow touring activation — designed to feel premium, highly visible and operationally efficient across every stop of the campaign.
At the core of the design was a clean, open display format that allowed the car display to remain the hero while maximising visibility from multiple angles within the shopping centre environment. The layout was intentionally designed to create a strong branded presence without overwhelming the footprint, ensuring the stand felt elevated, accessible and aligned with MG’s contemporary brand identity across the five different locations in Australian centres.
Across the three-week MG Motor Roadshow, integrated branding, clear sightlines, and a refined material palette ensured the display made a strong impact in high-traffic retail environments while remaining practical and consistent at every site with with illuminated timber logos, custom counter, plinths, planter box and bold floor signage. To elevate customer engagement, interactive digital touchpoints were seamlessly integrated throughout the activation. Visitors could explore MG Motor’s innovative technologies, book test drives, and connect directly with local dealerships—creating meaningful connections and enhancing accessibility. Custom QR code graphics were strategically positioned to encourage further exploration of MG Motor’s latest EV innovations.
Behind the scenes, safety and precision were paramount. Drip trays were placed beneath the vehicle, wheel chocks secured all four wheels, and both car keys and display assets were managed through strict on-site security protocols. Each bump-out was handled with equal care: the team efficiently reversed the setup, ensuring all assets were safely packed and trade plates returned before vehicles moved to the next destination. This meticulous approach guaranteed every activation was delivered to the highest standard—on time, every time.
A dedicated DisplayWise Project Manager oversaw the full execution, bringing expertise, attention to detail, and accountability to every stage of the roadshow. From coordinating overnight bump-in and bump-outs and freight movements to managing trade plates, the DisplayWise team provided end-to-end support, ensuring a seamless, premium MG Motor experience across all locations.
THE RESULT
The MG Motor Roadshow successfully brought MG’s innovation and brand values directly to consumers across Australia. The activation provided a seamless, immersive brand experience, allowing customers to engage with the premium EV range at multiple locations.
The successful but short, three-week roadshow ran with precision and efficiency, overcoming logistical challenges while maintaining a high-quality, consistent brand presence. The custom-built modular display, combined with asset protection measures and dedicated project management, ensured minimal wear in transit and smooth execution at every location.
The set not only completed its successful five stop tour but also found a lasting home at MG Motor’s Alexandria showroom, where its sustainable design and versatile build continue to showcase the brand’s commitment to innovation, usability, and green-friendly solutions.
This activation not only showcased MG Motor’s commitment to accessibility but also set a new standard for touring automotive brand experiences within high-traffic retail environments, highlighting what’s possible when design and marketing come together to create genuine brand impact.
Inspired from the MG Motor Roadshow experience?