The AR show with Spidercam of the Mercedes-Benz brand presentation at the IAA 2015 in Frankfurt am Main makes the digitalization of the automobile tangible - and thus translates the motto of this year's IAA “Mobility connects” into an unmediated spatial experience.
Making innovative vehicle technologies based on invisible data streams visible and tangible.
A live show that uses Spidercam and augmented reality to stage the digital interaction of modern Mercedes-Benz automobiles with their environment.
Communication, show set design, exhibition, media design
A so-called Spidercam, normally used for sports broadcasts, moves silently and elegantly in the room and generates an immediately perceptible live atmosphere. The images it generates are supplemented by augmented reality layers - continuously, in front of a total of 960,000 IAA visitors. The free movement of the Spidercam throughout the stage area allows the live actions and the audience to be shown in dynamic images and from unusual angles. The AR layers complement product worlds, vehicle information and interaction instructions.
The necessary stable tracking system was developed especially and for the first time for the requirements of the Mercedes-Benz presentation. A kinetic LED slat curtain alternately opens and closes the view of the current product portfolio, which is waiting to be used on stage in a three-storey shelf. The show lets visitors immerse themselves live in the future of the automobile and makes them participants in the production.
Silber, Cannes Lions 2016
Gold, ADC Deutschland 2016
Gold, ADC Deutschland 2016
Gold, ADC Deutschland 2016
Silber, ADC Deutschland 2016
Merit Award, ADC Deutschland 2016
Gold, Golden Award of Montreux 2016
Gold, Golden Award of Montreux 2016
Finalist, Golden Award of Montreux 2016
Best of Best, Automotive Brand Contest 2016
Gold, FAMAB Award 2016
White, FAMAB Award 2016
Gold, CommAwards 2016
Award, iF design award 2017
Merit Award, One Show
Winner, German Design Award 2018