Volkswagen’s Arty Jetta Haus Pop-Ups Make Test Drives Fun


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From the #JettaHaus in #Greenpoint, #Brooklyn. Located in the very #hipster #GreenpointWarehouseTerminal. . How's your Sunday? #NewYork #NewYorkCity #NY #NYC #Fox5NY #instagramNYC #instagood #ABC7NY #instalike #followMe #TimeOutNewYork #NYCprimeshot #instagramhub #NewYork_instagram #NBC4NY #SeeYourCity #MetroPicsNYC #Jetta #Volkswagen #BettaGettaJetta

A post shared by Lisa (@lisa03755) on May 20, 2018 at 8:50pm PDT

Combining experiential marketing and the artistic influences of the Bauhaus, Volkswagen injected some life into the test drive while promoting the official launch of the 2019 Jetta with Jetta Haus, a series of pop-ups across this U.S. that wrapped up this past weekend. Imagine if Andy Warhol’s Factory offered test drives and you get the idea.

After kicking off in Chicago and Miami on May 9th, the Jetta Haus experience continued its cross-country tour with three-day stops in New York and Los Angeles this past weekend, featuring live music, DJ sets, local visual artists and closed course test drives.

As part of Volkswagen’s 2019 Jetta push, Volkswagen of America designed the Jetta Haus series of pop-up events to engage the senses with a sensory overload to engage the public. Celebrating the launch of the all-new 2019 Volkswagen Jetta, the event created an Instagram-ready salon of experiences an opportunity for members of the public to get behind the wheel on a closed course and experience the vehicle’s turbocharged performance, modern style and available premium BeatsAudio sound.

Had a killer, slightly trippy, experience at the awesome #jettahaus this weekend!!

A post shared by Patrick Ryan Blood, Esq. (@thepatrickryan) on May 20, 2018 at 9:09pm PDT

Open to the public and free to attend, Jetta Haus festivities also included SiriusXM broadcasts, live music from up and coming performers, including Interscope and Red Bull Records artists (in NY); DJ sets from SiriusXM and Beats by Dr. Dre talent; snacks and treats; beverages provided by Red Bull; arcade games; and an interactive “Betta Lab” art experience, which invited visitors to help create a Jetta art car using Sharpie markers.

Paint the new VW with…Sharpies #jettahaus #vw

A post shared by Sophia Phiesinsky (@phiesen1) on May 20, 2018 at 10:38pm PDT

Based on Volkswagen’s award-winning MQB architecture, the 2019 Jetta dons a new sophisticated coupe-like exterior design, offers impressive interior space, competitive fuel economy and upscale technology features, from available automatic cruise control to available 10-color ambient lighting. The all-new Jetta goes on sale this month, starting at $18,545, which is lower than the previous model.

Blue in green #jettahaus #vwemployee

A post shared by Natasha Flint (@natyrant) on May 11, 2018 at 10:31am PDT

“Every generation of Jetta, since its introduction in 1979, was built pragmatically to meet the needs of drivers of the time. Now in its seventh generation, the 2019 Jetta is bigger, more refined, packs the latest technologies, and is offered at a price point more attractive than ever,” said Derrick Hatami, EVP, Sales and Marketing, Volkswagen of America, Inc. “The Jetta Haus events allow drivers to experience the progression of Jetta in a way that captures the vehicle’s vibrancy and timeless fun-to-drive appeal. We are excited to connect with guests across the cities at our open house party.”

Another milestone! First time riding with Cameron behind the wheel. Hello from outside the #JettaHaus in #Greenpoint, #Brooklyn. Located in the very #hipster #GreenpointWarehouseTerminal. How was your Sunday? #NewYork #NewYorkCity #NY #NYC #Fox5NY #instagramNYC #instagood #ABC7NY #instalike #followMe #TimeOutNewYork #NYCprimeshot #instagramhub #NewYork_instagram #NBC4NY #SeeYourCity #MetroPicsNYC #Jetta #Volkswagen #BettaGettaJetta

A post shared by Lisa (@lisa03755) on May 20, 2018 at 8:54pm PDT

Rounding out the full Jetta Haus experience is the Volkswagen “Betta Lab,” an interactive art exhibition inspired by Jetta’s available 10-color ambient lighting and premium BeatsAudio™ sound that takes attendees on a sensory journey through light, sound and motion.

More from the weekend’s LA/NY events, as captured by fans, below:

When somebody hands you the pen and tells you to leave your mark on a car …… what six year old boy will say no to that?! Also if we have graffiti problems when he grows up I blame you @vw #boymom #thisissix #jettahaus #bettagettajetta #boysandcars #art #kidsart

A post shared by Erin Hartwig (@ifshecanmakeitthere) on May 21, 2018 at 6:31am PDT

#jettahaus #cars #volkswagenjetta #liscenseplatepurse

A post shared by LovelyLala (@laahliluv) on May 21, 2018 at 7:40am PDT

#jettahaus

A post shared by LACHELLE (@officiallachelle) on May 21, 2018 at 2:34pm PDT

Loved this experiential piece of #jettahaus — really worked, timely reminder of how powerful immersive, sensory-based elements can be! Bonus accidental footage of me from my purse, glimpse of me, sounds from the popup #pushmybuttons #turbocharge

A post shared by Aparna (@aparnamuk) on May 21, 2018 at 6:49pm PDT

So we had a few mins to kill before heading over to the @thebrooklynbarge so we made a quick detour into @volkswagen ‘s #jettahaus event. Spent a few mins listening to @oakandashmusic and walked around. Great venue we think might make a great location for a Bowery Union members event. Maybe we can combine this space and the barge, that would be epic. . . . #brooklynbarge #brooklyn #greenpoint #volkswagen #jetta #oakandash #nyc #newyork #newyorkcity #music #members

A post shared by Bowery Union (@boweryunion) on May 21, 2018 at 9:57pm PDT

Catchy song by @ashemusic yesterday. #jettahaus #ashe #ashemusic #singer #musician #jettahausla #music #concert #free #livemusic #musicismydrug #losangeles

A post shared by Kyle Changsta (@drchangsta) on May 21, 2018 at 10:11pm PDT

#jettahaus #party #latergram #jetta #bettagettajetta #vw #volkswagon #vdub #playastudios #weekend #sunday #la #losangeles #culvercity #vsco #vscocam

A post shared by Rahel (ራሄል ) Moussaka (@rahela.ella.ella) on May 21, 2018 at 5:38pm PDT

#jettahaus

A post shared by EsteFania✨ (@nialu) on May 21, 2018 at 1:01pm PDT

I had an incredible time this weekend! Thanks for having me @vw and thank you for making me feel pretty @jeromelamaar #jettahaus photos by @arielrobersonn

A post shared by Slick Nik (@nikkikynard) on May 21, 2018 at 5:04pm PDT

Quem me vê,me vê sorrindo #jettahaus

A post shared by Nicolle Camara (@niicamara) on May 21, 2018 at 6:43am PDT

Just realized I’ve been really into weird boxes with lights if you compare this and my last post #jettahaus

A post shared by G R A N T R O S E N T H A L (@lordgrantt) on May 21, 2018 at 8:21pm PDT

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Tags: Art, New York, Uncategorized, Advertising, US, America, Los Angeles, Chicago, Culture, Automotive, Vw, Cameron, Retail, Andy Warhol, Miami, Volkswagen, Red Bull, Beats By Dr. Dre, Interscope, Sharpie, Local Marketing, Dre, Aparna, Natasha Flint, Jetta, Event Marketing, Experiential Marketing, SiriusXM, LA NY, Pop-ups, Derrick Hatami, Red Bull Records, Jetta Haus, Greenpoint Brooklyn Located, NewYork NewYorkCity NY NYC, MetroPicsNYC Jetta Volkswagen, Lisa @lisa03755, Bauhaus Volkswagen, Patrick Ryan Blood Esq @thepatrickryan, Sophia Phiesinsky, EVP Sales and Marketing Volkswagen of America Inc, Erin Hartwig, Bowery Union, Kyle Changsta, Rahel, Nicolle Camara

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