The event was organised by agency Primary and took place on 3 October at The Crystal in London's Royal Victoria Docks. It included a full-size model of the "tube of the future", onto which 3D mapping was projected. Around 150 guests attended the event, which kicked off at 6pm following a press launch earlier in the day.
The event was fronted by Siemens Rail, which is using the exhibition to promote the virtues of its Inspiro underground train concept.
The exhibition is being run by Siemens in conjunction with the London Transport Museum and CBS Outdoor UK. CBS, which owns poster and digital sites by UK roadsides and at Underground and mainline stations, installed interactive ad units inside the pavilion to give attendees a vision of the future of advertising.
Primary said it worked with Siemens from the outset in creating the brand identity for the exhibition, inviting delegates with invitations resembling Oyster cards. The train, which is open to public view from Thursday this week, is housed in a pavilion outside the Crystal.
The launch event took place inside The Crystal as well as in the pavilion outside. The latter housed the train mock-up, with the grand reveal taking place. The rest of the event took place inside The Crystal.
Delegates were treated to food and beverages from across the ages, with staff changing into attire of the various eras, from Victorian dress to futuristic outfits with bespoke waistcoats.
The Inspiro train has been designed to be driverless, more energy efficient than existing stock, with LED-lit carriages featuring 30% more capacity and wider doorways.