For a trade fair appearance at the Auto Shanghai, a holistic atmospheric staging of vehicles was created, spread across several media rooms.
Despite different themes and individual exhibits, to create an overarching, impressive image that remains in the memory.
A barcode-like LED installation spans the stand and serves as an atmospheric backdrop for the presentation of new vehicles and technologies.
Concept, content dramaturgy, exhibition design, graphics, exhibit design, media design, media staging, project management
A barcode-like LED installation arranged in a large arc runs along the entire booth and creates an impressive panorama. Like a membrane, the openings between the vertical surfaces allow glimpses into the vehicle worlds behind them.
“I am always fascinated by creating something surprisingly new out of something seemingly simple. For Shanghai, I transformed the design grid on which the star is based into a combination of linear and flat elements. In this way, an identity-creating visual and formal language was created in a subtle way, which creates a memorable brand presence in 2D as well as in 3D.”
Karim Sabano, Creative Director
Groups of visitors are led into a circular media space, where they are able to dive into different worlds, always accompanied by the car.
The barcode LED concept also leads to the novel structure of a decentralized stand: a spatial structure replaces the concept of amain stage, allowing visitors to constantly gain new impressions.
It is presented generously in a campaign film adapted for the LED constellation and dominates the space. Surrounded by thematic presentations of EQ technology and other electric vehicles, the EQS is at the center of the spatially staged message: “EQ only”!
Overall, the brand presents itself as the “most loved luxury brand“. The theme is reflected throughout the stand - from the ultra-luxurious vehicle world to the cinematic LED installation.