Awards (2020)

• Gold Prism Award – Best Use of an Event to Build or Change Reputation
• Bronze Prism Award – Launch of a New Product, Service or Category

Overview
T-Cross City was a premium, interactive urban lifestyle event to launch the Volkswagen T-Cross in South Africa. The event combined immersive experiences, live entertainment, and test drives to deliver a unique brand activation that engaged consumers and media alike.

Mushroom’s Role
Mushroom Productions managed every aspect of the event, from planning and logistics to on-site production and post-event wrap-up.

Pre-Production & Planning

• Designed a city built from the ground up in collaboration with One-eyed Jack.
• Developed a virtual city and gamified microsite for pre-event engagement, allowing consumers to vote on their favourite experiences.
• Managed suppliers, logistics, budgets, and timelines to ensure smooth execution.
• Coordinated marketing and digital campaigns to maximize exposure.

Event Production

• City Construction: 6,000m² of immersive urban space with 12 km of 7m-high scaffold facades.
• Interactive Experiences: T-Cross test drives, Virtual Reality activation, and a gourmet food market curated by Chef Lesego Semenya.

• Entertainment: Rooftop party by The WeeKENT, Marabi Jazz Club with signature cocktails and canapés, and the Goliath Comedy Club featuring top local comedians.
• Sports Activation: Fives Futbol ‘Winner Stays On’ tournament with local soccer celebrities and clubs.
• Logistics & Infrastructure: Managed catering, temporary structures, crowd flow, signage, and overall on-site coordination.

Post-Production

• Oversaw load-out and venue restoration, auditing outcomes and capturing learnings for future events.
• 4,000m² of printed facades were donated to an NGO for repurposing.

Reach & Impact

• Delivered an immersive, unforgettable brand experience for attendees.
• Pre-event microsite drove online engagement and consumer interaction.
• Recognised with Gold and Bronze Prism Awards in 2020 for brand reputation and product launch excellence.

Result
Mushroom Productions transformed the Volkswagen T-Cross launch into a one-of-a-kind urban experience, blending innovation, entertainment, and interactivity to set a new benchmark for automotive events in South Africa.