Mullen Five Launch @ the La Auto Show & Press Event
In July of 2021, FG|PG won the pitch to help introduce Mullen Automotive and the Mullen FIVE EV Crossover to the world at the LA Auto Show in early November 2021. With an aggressive timeline, an ever evolving brand, and vehicles that were still in the final phases of production, FG|PG worked as true partners to help Mullen navigate every challenge, and deliver an experience that helped them win Best of Show EV SUV— beating out Rivian, Fisker, Hyundai, and others in the category.
We helped design every aspect of the booth experience to ensure the products could be showcased in their best light, the press had ample access for photos, and the sales teams had what they needed to close deals and strike up investor relationship conversations.
The space featured:
Hero Stage: A hero vehicle main stage and turntable, set against an oversized video wall that included a Mullen vehicle video package that FG|PG helped script and ideate in the two weeks prior to the show.
Secondary Vehicle Showcase & EV Charing Station: A secondary vehicle station with EV charging unit, and tablet story station.
Mullen Lounge Point Areas: To facilitate meetings, vehicle inquiries, pre-registrations, and engage the press, these areas were also a tease of the future Lounge Point retail experience customers will one day enjoy.
Registration Stations & Discovery Zone: A zone that surrounded a tree, where the brand team could help answer questions, engage guests using tablets to facilitate pre-registration and walk through vehicle features in more details.
Bespoke Gallery: A zone to showcase trim features including colors, materials, and rim options.
Skateboard Chassis Display: Custom built by FG|PG two weeks prior to the event due to Mullen’s partner having issues completing the model in time for the show.
The Five Gallery: Featuring Cali-lifestyle art, a central element to the Mullen brand story.