Lisa Wrake | Experiential ECD
Lynk & Co 08 Car Launch | Unrestricted Flow | Paris 2025
An immersive sound installation designed to turn a car launch into a physical experience of flow.
Following the launch of the Lynk & Co 02 in 2024, we were invited back to create the brand experience for the launch of the new Lynk & Co 08 Hybrid in Paris.
The brief was clear: this couldn’t feel like a conventional automotive launch.
As a challenger brand, Lynk & Co wanted to avoid the usual category tropes of product display, tech theatre and polished launch formalities. They wanted to create something more emotionally distinctive, an experience people could physically feel rather than simply observe.
The challenge was to turn that ambition into a launch format that could both capture attention and support lead generation, without losing the brand’s disruptive edge.
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The idea
Working closely with Lynk & Co’s marketing agency, I helped shape the strategic positioning of Unrestricted Flow, a concept that became the foundation for both the launch experience and the wider communication narrative.
Rather than treating “flow” as a visual theme or campaign line, we wanted to interpret it experientially, as a physical and emotional state.
The result was The Flow State Experience: an immersive sonic installation designed to slow people down, heighten their senses and create a more intuitive, embodied route into the car itself.
The experience
At the centre of the launch was a large-scale spiral installation, designed as a gradual journey into sound, rhythm and immersion.
As guests stepped inside, they were surrounded by a low-frequency 24Hz sonic drone, creating a subtle atmospheric shift and setting the tone for the experience ahead. Lining the space were 23 mirrored interactive totems, or “musical poles”, each responsive to touch and capable of generating layered sonic notes.
As visitors moved through the spiral and engaged with the installation, they effectively composed the environment around them, building a calm, harmonious soundscape in real time. By the time they reached the Lynk & Co 08 positioned at the centre, the idea was that they had already been brought into a heightened state of focus, curiosity and sensory openness.
It transformed the vehicle reveal from a product moment into the final note of a much more immersive journey.
My role
As Creative Director, I worked closely with the client and their marketing agency to help define the strategic territory behind the launch and translate that into an ownable creative experience.
That included shaping the experiential response to Unrestricted Flow, leading the concept development, and ensuring the installation held together both conceptually and sensorially as it moved into design and delivery.
I also designed the dealer toolkit to extend this across Europe and developed a digital spec sheet accessible via a QR code.
This was a project where the success of the idea relied on restraint as much as spectacle, creating something emotionally distinctive, highly crafted and slightly unexpected within an automotive launch landscape that often defaults to noise.
Outcome
The Flow State Experience gave Lynk & Co a launch moment that felt true to their identity as a challenger brand, while also offering a highly memorable and lead-generating public interaction with the new vehicle.
Rather than asking people to admire the car from a distance, it invited them into a designed emotional state before they encountered it, creating a much more intimate and differentiated relationship between audience, brand and product.
It was a project that demonstrated how strategic positioning, sensory design and experience thinking can come together to create a launch that feels less like a showcase and more like a point of view.
“Truly a masterpiece that brings ‘Unrestricted Flow’ to life. Huge kudos to you and the entire team.”
Lynk & Co Team