Nissan - LANZAMIENTO FRONTIER Argentina

In one of the continent’s most breathtaking natural settings— the Iguazú Falls—Venue Brand Experience produced the regional launch of the new Nissan Frontier. Over the course of a week, more than 180 journalists from Argentina and Brazil, along with regional and global executives from the brand, took part in a unique immersive experience designed to reflect the power and spirit of the new pick-up.

The project required over six months of detailed planning and close collaboration between both companies. Our team relocated to Misiones for almost a month to set up a true ephemeral city that served as the operational hub and hospitality space for all guests.

The launch experience was structured in three sequential moments. The entrance featured an immersive tunnel that recreated the Frontier's manufacturing process. Then came the reveal, where the vehicle was presented in 360° with a synchronized choreography of lights, sound, video, LED columns, and laser effects. Finally, a brand forum allowed attendees to explore the model’s technical features and learn about Nissan’s vision for the region. Both the press and guests also had the chance to test drive the new Frontier across different terrains, in an extended driving session involving over 80 vehicles.