Immersive show and product presentation. Panasonic

For Panasonic we organised an immersive event in the historic centre of Samarkand, turning the presentation of new products into a large-scale event project for distributors from across Central Asia. The task was not simply to show the company's devices, but to create an event format with a clear dramaturgy, where the product, story and space work as a single scenario.We developed a concept that linked the past and the present through the legend of a boy named Timur, his grandfather and a mysterious medallion brought from Japan. At the start of the event, guests were divided into four groups, each participant was given headphones, and each group was led by its own guide along a pre-built route. All the dramaturgy was synchronised so that the groups moved simultaneously, didn't cross paths and passed through all the route points in sequence.At each station, integrated into the atmosphere of the old city, Panasonic products became part of a live action: at an ancient market a character in a historical role worked with a juicer, a barber's shop presented new shaving devices, and in Timur's grandmother's house Panasonic appliances were built into a scene of baking bread and buns. This approach turned the product presentation into a full immersive show, where the brand's technology naturally unfolded through story, cultural context and the scenario of the route.The culmination of the event was the reveal of the medallion's secret, inside which Panasonic's values were encoded, and the finale of the evening was a gala dinner in the style of the Great Silk Road. The project showed how the route scenario, production, guides' work and group control help a brand present a product through a managed immersive format.