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The AR show “Mercedes Live!“ at the IAA 2015 via Spidercam

2015 | BRAND EXPERIENCE | MERCEDES-BENZ | IAA | FRANKFURT AM MAIN | AUGMENTED REALITY

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.

The challenge

Making innovative vehicle technologies based on invisible data streams visible and tangible.

Our approach

A live show that uses Spidercam and augmented reality to stage the digital interaction of modern Mercedes-Benz automobiles with their environment.

Skills

Communication, show set design, exhibition, media design

Credits

Client: Daimler AG, Stuttgart

Communication, show, set-design, exhibition and media-design: Atelier Markgraph, Frankfurt am Main

Architecture: jangled nerves, Stuttgart

Light-design: TLD Planungsgruppe, Esslingen

Exhibition construction: Display International,Würselen

Show-design: Atelier Markgraph, Frankfurt am Main withMonomango, Berlin

Real-time tracking (show): Spidercam, Feistritz imRosental

Concept, planning and realization of real-time contents (show): Atelier Markgraph, Frankfurt am Main

Technical development and design of real-time contents(show): NSYNK, Berlin

THE 450 SQUARE METER STAGE PRODUCTION FOR MERCEDES-BENZ SHOWS HOW CARS RECOGNIZE THEIR SURROUNDINGS IN SENSOR FIELDS, ADAPT AERODYNAMICALLY TO THE AIRSTREAM AND MASTER OBSTACLES.

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.

TO MAKE INVISIBLE FEATURES OF THE VEHICLES VISIBLE, DATA NETWORKS AND SENSOR FIELDS ARE ADDED AS AR-LAYERS TO THE LIVE IMAGE OF THE SPIDERCAM.

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.

Credits

Client: Daimler AG, Stuttgart

Communication, show, set-design, exhibition and media-design: Atelier Markgraph, Frankfurt am Main

Architecture: jangled nerves, Stuttgart

Light-design: TLD Planungsgruppe, Esslingen

Exhibition construction: Display International,Würselen

Show-design: Atelier Markgraph, Frankfurt am Main withMonomango, Berlin

Real-time tracking (show): Spidercam, Feistritz imRosental

Concept, planning and realization of real-time contents (show): Atelier Markgraph, Frankfurt am Main

Technical development and design of real-time contents(show): NSYNK, Berlin

Awards

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

References