In the immediate vicinity to the racetracks of the European series “ABB FIA Formula E”, Atelier Markgraph stages the Mercedes-Benz EQ World of Experience: a townhouse built from overseas containers that, thanks to its design and variety of events, provides visitors with a genuine festival experience. In addition, the mobility provider’s trends can be experienced on 400 square metres of urban living space. After successfully completing the racing series’ first part in Rome, Paris and Berlin, the Mercedes-Benz EQ World of Experience’s closing event will take place in the E-Village in Bern.

Modell EQ Haus Mercedes Benz Formel E

The topical architecture – an ensemble of private living spaces – provides Mercedes-Benz EQ with the communicative context. Strolling through the townhouse, visitors are able to intuitively explore the product and technology brand’s mobility innovations – in the garage, the office, or the bar, for instance. Our interactive exhibits offer a deep insight into the Mercedes-Benz EQC. Case in point: our Augmented Reality Exhibit enables a three-phase all-around view onto and into the vehicle. The exhibits are not isolated but embedded into the reality of modern living: for instance, the “Scanner”, which provides an x-ray view into the EQC by way of two mobile UltraStretch monitors, is located within the carport of the World of Experience.

At the same time, the scenography focuses on the respective cultural context, enabling an authentic presentation of brand themes: in the course of the racing series, interested visitors are invited to join Future Talks and keynotes by local start-ups, persons engaged in the cultural sector, and Smart City initiatives. Live sessions and performances by local musicians and artists complete the festival atmosphere well into the night.

As a result, the Mercedes-Benz EQ World of Experience was created as a reusable ensemble of rooms for the product and technology brand EQ, offering a new platform for an urban and future-oriented audience.

Concept, design, content, planning:
Atelier Markgraph, Frankfurt am Main

Project management, running:
LIGANOVA, Stuttgart

Jost Veranstaltungsservice, Bad Kreuznach

trussco Planungsgesellschaft, Grevenbroich

Documentary photography:
Kristof Lemp, Darmstadt

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