Atelier Markgraph creates a unique fan experience for Mercedes-Benz for the final of the League of Legends Worlds, one of the biggest tournaments in global esports.
To create a world of experience that combines gaming and brand experience in a fascinating way – both at the Fan Festival in London and at the Viewing Experience in Berlin.
A mobile townhouse with innovative, modular architecture is being used in London. Numerous immersive, interactive fan experiences emphasise the gaming and brand experience at both locations.
Concept, design, exhibit design, digital interactivity
The League of Legends Worlds is the biggest tournament in global esports. As an official partner of the Riot Games, Mercedes-Benz supports this highlight with innovative activations and experiences that seamlessly combine gaming, technology and brand experience.
A mobile townhouse that was originally developed for Formula E is being transformed into a spectacular world of experience for the Final of the League of Legends Worlds. Fans can immerse themselves in the game and the world of Mercedes-Benz on several levels:
Trophy Carrier:
The electrically powered G-Class highlights the coveted trophy – complemented by striking three-dimensional graphics.
Portal G-Class:
With the help of gesture control and parallax effects, visitors are able to experience the electric G-Class virtually and can even open the boot as a surprise to discover the trophy.
Championship Ring Experience:
A unique highlight: fans can virtually ‘wear’ the 2024 championship ring and share the special moment directly on social media. The original ring is presented in an exclusive display case.
Hextech Chest Challenge:
Inspired by the iconic in-game elements, this installation invites you to join in the energetic fun. Fans' screams and jumps are transformed into an electric challenge – with the chance to win exclusive prizes.
In the Mercedes-Benz delivery hall in Berlin, an atmospheric backdrop is created for alive broadcast of the final show, which inspires with brand-specific design elements and an innovative projection concept. Fabric panels with impressive imagery enhance the visual experience.
The fan experience worlds in London and Berlin show how emotional and innovative brand communication can be. Interactive spaces that combine gaming, technology and Mercedes-Benz create a unique experience for the community.
Concept, design, exhibits and activations, media presentation: Atelier Markgraph GmbH, Frankfurt am Main
Construction: Jost Veranstaltungsservice GmbH, Bad Kreuznach
Technical planning and implementation: trussco Planungsgruppe mbH, Grevenbroich
Programming Portal and AR exhibit: wirmachenbunt GmbH & Co. KG, Hamburg
Photo and video documentation: Atelier Markgraph GmbH, Frankfurt am Main