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Mercedes-Benz EQ roadshow in festival format

2019 | BRAND EXPERIENCE | ROADSHOW | MERCEDES-BENZ EQ | EUROPE | LUMINOUS GREEN

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. 


The challenge

Design a differentiated and audience-oriented brand communication of Mercedes-Benz EQ within the Formula E racing series.


Our approach

A world of experience in festival format on 400 square metres, which integrates vehicles, communication and dialogue in a pleasant atmosphere.


Skills

Concept, design, exhibit design

Credits

Concept,design, exhibits & activations, media presentation: Atelier Markgraph, Frankfurt am Main

Projectcoordination, lectures & talks, running: LIGANOVA The BrandRetail Company, Stuttgart

Construction: Jost Veranstaltungsservice, Bad Kreuznach

Worksplanning and media technology: trussco Planungsgesellschaft, Grevenbroich

Documentationphotos:: Kristof Lemp, Darmstadt

THE MOBILITY OF THE FUTURE IS TESTED NOT ONLY IN THE LABORATORY, BUT ALSO IN PUBLIC SPACES.

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.

Interactive exhibits give you detailed insight into the interior of the Mercedes-Benz EQC.

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.

Credits

Concept,design, exhibits & activations, media presentation: Atelier Markgraph, Frankfurt am Main

Projectcoordination, lectures & talks, running: LIGANOVA The BrandRetail Company, Stuttgart

Construction: Jost Veranstaltungsservice, Bad Kreuznach

Worksplanning and media technology: trussco Planungsgesellschaft, Grevenbroich

Documentationphotos:: Kristof Lemp, Darmstadt