Meanwhile, Josh Spear reports on the Cool Hunting site about Project FOX where Volkswagen have created a hotel, a club, and a studio all in downtown Copenhagen. Promoting the new VW Fox, they took an existing hotel, and got 21 artists to re-design the interior of 61 rooms.

Getting influencers and trendsetters involved in your marketing seems to be very vogue at the moment. Brands are presenting themselves as ‘we are you' to try to build relevant emotional connections with their target audience.

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