In close proximity of the Formula E race track, Mercedes-Benz EQ is presenting a roadshow to experience e-mobility first-hand in an urban townhouse.
Design a differentiated and audience-oriented brand communication of Mercedes-Benz EQ within the Formula E racing series.
A world of experience in festival format on 400 square metres, which integrates vehicles, communication and dialogue in a pleasant atmosphere.
Concept, design, exhibit design
As a modern townhouse of the future, the world of experience - from the living room to the garden - enables a different approach to the topics of electrification and mobility of tomorrow. The theme architecture of the roadshow - an ensemble of modularly combinable, recycled overseas containers - sets the communicative framework. This modular system is infinitely scalable and offers surprising setups over several racing seasons.
For example, the AR exhibit provides a three-stage panoramic view of and into the vehicle. The exhibits are embedded in the reality of modern living: for example, the Scanner, which provides an X-ray view of the EQC with two UltraStretch monitors that run on rails, is located in the carport of the adventure world. The scenography focuses on the urban and cultural context: those interested can attend Future Talks and keynotes by local start-ups, cultural workers and Smart City initiatives. Live sessions by local musicians and artists complement the authentic atmosphere, which lasts into the late evening.
