Hyundai named the car after the place, then revealed it there: the fifth-generation Santa Fe, launched in the high desert outside Santa Fe, New Mexico. This was not a trade-show booth and not a convention centre. It was the Four Seasons Resort Rancho Encantado, up in the foothills north of town, with the reveal staged outdoors on the Monte Vista Terrace and a second space indoors. A show floor hands you loading docks, three-phase power and a roof. A resort in the desert hands you none of that, and the car still has to come out of the dark on cue, once.
TLL ran this one end to end, starting with a venue survey - which on a site like this is mostly about finding out what is NOT there before a truck leaves Las Vegas. About 23,000 lb of gear came off the hotel loading dock and out to the terraces, then back out again afterwards. Outdoors on the terrace, two P3.9mm outdoor walls, each 4 x 4 m at 1024 x 1024 px, were butted into a single 8 x 4 m canvas running 2048 x 1024 - one picture, not two screens side by side. Indoors, a finer P2.3mm wall at 2080 x 1248. Around 23,000 lb of gear moved from the hotel loading dock to the spaces and back out again. Lighting was hung and programmed for an outdoor reveal, and audio covered both the room and a clean feed for press. The gear is ours and the crew is ours, so the same team that walked the site ran the show live and then struck it.
The reveal ran as a full crewed production across both spaces, driven live on site and struck by the same team that surveyed it about four weeks earlier. One vendor held the survey, the walls, the lighting, the audio and the labour, so there was a single point of accountability from the walk-through through dismantle.
