VW’s Phaeton transparent factory in the heart of downtown Dresden runs counter to the traditional impressions of a car assembly plant. Instead of blue-collar workers, there are white-gloved technicians. Instead of deafening noises, there is the hushed atmosphere of a research lab. The floors are lovely Canadian maple, and the walls are clear glass, which is why a loudspeaker outside imitates territorial bird sounds to keep birds from flying into the glass. There are no smokestacks, shrill sounds or noxious fumes. The grungier stamping, welding and painting of steel bodies take place elsewhere. VW’s transparent factory, designed by architect Gunter Henn and opened in 2002, showcases the final assembly of the luxury Phaeton sedan. Futuristic, exacting, open, and pristine, the Dresden facility is as much a marketing device as a working production plant, drawing thousands of visitors for tours each year. This video is from Megaworld Germany.
When you consider standard car ads, you can pretty much imagine the scenario – beautiful young couple driving over curvy scenic roads or attracting envious stares from suburban neighbors as the car pulls into the driveway. So it is refreshing to see how Volkswagen Phaeton has elevated its ads to fine art in order to convey the handmade quality of the luxury sedan. In India, DDB Mudra Group in Mumbai suggested the artisan’s pride of craftsmanship and attention to intricate details through the use of a traditional Indian art form. The way the Phaeton is integrated into the art is both surprising and memorable. More importantly, this isn’t a “foreign” ad jarringly adapted to an Indian audience. It speaks directly to India’s rich aesthetic heritage.