Geely – Cityray Launch 2025

We orchestrated a cinematic takeover, and transformed the city into Cityray's stage.

Geely didn't just want another SUV launch. They wanted to own the city, to redefine urban mobility with a vehicle that commanded, not merely traversed. The Hanging House answered with a bold, cinematic brand experience, a pulsating urban movement.

We flipped the script: no rugged tracks, just a modern cityscape alive with tech and ambition. Every moment was a meticulously crafted beat, designed to immerse, impress, and ignite a digital buzz, leaving 300+ guests, influencers, and decision-makers not just with impressions, but with impact.

Geely's Cityray demanded a different story. It demanded precision, control, and an unshakeable urban confidence. The challenge was to pivot the SUV narrative on its head, introducing Cityray not on a dusty trail, but within a cityscape pulsing with life, tech, and ambition.

How do you make a vehicle feel like the definitive protagonist of the urban jungle, captivating an audience that craves both innovation and visceral connection?

Our vision for Geely Cityray was to command the concrete canvas. We imagined an experience where the city itself became the stage, a dynamic backdrop for a vehicle designed to dominate its environment. We wanted to emobody the Cityray lifestyle in it’s reveal, the quiet confidence of urban mastery. Every design choice, every technological integration, every narrative beat was aimed at making guests feel inside the very energy of a city at night, with Cityray as its undeniable heart.

From the moment guests stepped inside, they weren't just entering a venue; they were stepping into the energy of a city at night.

Our pre-function space wasn't a waiting area; it was a metamorphosis. Neon-lit pathways and urban-inspired scenography reimagined the city’s pulse with illuminated roadways, setting a visceral tone. This was a strategyG, a subtle shift in perception that prepared them for the main event. It was the city's embrace, drawing them deeper into Cityray's world.

At the threshold, a towering, sculptural gateway invited guests to literally "Enter the City." This entrance was a physical and emotional transition. Stepping through it meant leaving the conventional behind, crossing into the heart of Cityray's domain where modern mobility met cinematic spectacle. It was a clear, bold statement: you're not just here to see a car; you're here to witness an urban epic unfold.

The reveal itself was a theatrical crescendo. Towering skyline structures flanked the stage, while a massive central screen built palpable anticipation.

Then, with a burst of light, a symphony of pyrotechnics, and a surge of sound, the Cityray emerged. Not as a product, but as a protagonist. The energy pulsed through meticulously choreographed movement, dynamic lighting, and immersive motion graphics, positioning Cityray as THE vehicle for city domination. This was a moment of pure, unadulterated impact, designed to resonate long after the lights dimmed.

Our approach extended far beyond the initial reveal. Every detail of the event was a strategically orchestrated brand journey, powered by storytelling and a profound understanding of our audience. From the immersive reception to the bold finale, every element was executed to reflect Geely’s position as a premium, tech-forward force in urban mobility. This wasn't about showing off; it was about engineering resonance, ensuring that the experience connected deeply, leaving an imprint that transformed fleeting impressions into lasting impact.