Hotel Fox
For the launch of the new Volkswagen Fox 21 international artists from the fields of graphic design, urban art and illustration turned Hotel Fox in central Copenhagen, into the world’s most exciting and creative lifestyle hotel.
Ulrich sent me the paper he wrote with C. M. about Hotel Fox: Creative industries as a cultural resource : how cities can prepare the ground for future leisure offers and demands. Towards a theoretical framework for futurizing the leisure sector. The authors write:
The basic idea behind Project Fox was that Volkswagen didn´t want to organise yet another launch event only geared towards trade journalists but rather try to introduce their new product within the lifeworlds of what was to be called young urban travelers. In taking up this metaphor around urban mobility, the winning event design by eventlabs in Hamburg extended the notion of car travel into tourism and suggested a more long-term transformation of urban space by staging a variety of experiences.
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