Global Launch of Nissan Nismo 2025

What do a high-performance street legend, and a desert-dominating titan have in common? One is built for the asphalt jungle, all sleek lines and screaming engines. The other is a beast made for the wild, where the only rules are dust and power.

Nissan came to us with two radically different vehicles, and one seemingly impossible feat. The challenge was to launch two very distinct vehicles under one roof, without diluting their individual charm. We had to create a premium, differentiated experience that would resonate with Nismo purists.

We had to re-ignite the Nismo legacy to an audience already knee-deep in it.

We looked for answers beyond the specs, and into the soul.

Whether you're into the sleek Z NISMO or the rugged NISMO Patrol, the one thing that unites all motorheads is that deep, almost tribal bond you have with your machine.

For true enthusiasts, it's not the category that matters. It's that raw, unmistakable moment when the car feels like an extension of you. Whether you're carving a corner or climbing a dune, the thrill is all the same. It's an instinctual, almost tribal bond between man and machine. This became the overarching concept: “Where Man and Machine Became One.”

What is the best way to generate demand? One word. Exclusivity. When something isn’t accessible to all, it becomes wanted by all.

At the Hanging House we really pride ourselves on constantly delivering data backed, human centric experiences. Our strategy was rooted in the insight that Nismo has a deeply loyal and staunch following. So, we crafted a brand narrative from the inside out, where the audience weren’t passive viewers, rather part of something bigger.

We dug deep into the Nismo legacy and came across the Red Ring. This unique and deeply symbolic visual element became the very nucleus of the entire event. Metaphorically and literally.

It became the essence of the mindset we unveiled. From the Red Ring, we birthed The Red Ring Society. An elite brotherhood of precision drivers, bonded not by status but by instinct.

Underground clubs. Secret societies. Elite communities where like-minded individuals belong and bond. All widely revered pop-culture tropes.

The Red Ring Society tapped into this trope, human psyche, and into the universal human desire to belong. Buyers don’t want to just buy something. They want to buy into something.

The launch became an initiation into this Society. Every element, every cue, was built around the "Rules of The Bond," the ten tenets that guided attendees through the event.

The launch was essentially an initiation into The Red Ring Society, and its rules. A narrative device that guided the attendees though the launch.

To truly induce the audience into the story, we developed the Rules of the Bond; ten unspoken tenets that we placed strategically throughout the guest journey, deepening brand mythology and reinforcing exclusivity.

The launch unfolded across 4 acts. A deliberate immersive journey that would leave a lasting imprint on the attendees.

Buyers, especially in the middle east, appreciate local culture infused in the experiences they partake in. We recognized this, along with a crucial need to pay homage to Nismo’s Japanese origins. We found the perfect way to get the best of both worlds.

Act I was a silent yet powerful unfolding of the 10 rules. A sensory walkthrough that combined Japanese minimalism and UAE majlis culture, in an ingenious feat of cultural collaboration, in a spatial narrative of heritage and performance. The walkthrough began in a takumi tunnel and ended in a UAE Majlis design inspire pre function zone.

Then came the big moment.

TIn the heart of act II, a single object. A myth made real. A custom-engineered six-meter glowing Red Ring, suspended in the air, alive with light and movement. It pulsed, it shone, and with a final surge of light, it rose in synchrony with the retractable layers. The 3-sided immersive screens fractured, and split open to reveal the two beasts, side by side, united in their purpose.

They emerged as if birthed by the Ring itself.

Harnessing the strong link between smell and memory, a custom Nismo fragrance was released at the height of the reveal, creating an unforgettable sensory experience.

Welcome to the World of Nismo. Guests walked through a fully Nismo branded world.

Think tactile installations, classic vintage Nismo cars, like the GTR, displayed like works of art. Apple Vision pro simulators to really immerse you into the machine. Red photo rooms. Custom perfumery, where we bottled the Nismo spirit for the guests to take home.

What’s more? In-house engineered audio-visuals. The thrumming bass that you felt in your chest. Deliberate lighting. Emotive voiceovers. Even the ring itself. All in-house.

The story didn’t end at the event.

What better way to truly fulfil the final Rule of the Bond. Live the Legacy. We ensured The Red Ring Society continued long after the launch ended. The event set was repurposed as a film location for a documentary that would maximize global reach.

The All-New Nissan Nismo Global Launch was a cultural moment that resonated deeply with its target audience and beyond. We delivered what Nissan asked for, and then some.