Big, playful, flexible: with these premises we developed a new exhibit language for the mobility provider Mercedes-Benz, focusing on the user experience. The basic idea: to create interactive, visual play areas that stand out in the trade fair environment. The exhibit, an essential component of thematic communication, is thus not only conceived as a didactic instrument, but also in the sense of an emotionally activating experience. Three exhibits developed by us are all about this creative change: EQ Teaser, AR Scanner and EQ Table. They were premiered at Mondiale de l’Automobile 2018 in Paris and were on display at Geneva International Motor Show in March 2019.

The wall installation EQ Teaser consists entirely of individually movable LED pins and is modularly expandable. The movements of the pins can either be pre-programmed or controlled by visitor impulses. Thus result colorful organic choreographies that fascinate with their kinetic abstraction.

The AR Scanner consists of two UltraStretch monitors moving on rails, which allow an X-ray view into the Showcase vehicle. The media panels are playable with individualized content. In addition to pre-programmed movement, interested visitors can also control the media panels themselves.

The intuitively operable AR Table exhibit appeals directly to the desire to discover: provided smart devices allow a three-stage all-round view of and into the showcase vehicle.

What all exhibits have in common is that they are not thematically fixed. Rather, they function as canvases that can be used with different themes and effects. The new exhibit language thus not only heralds a new era of user experience, but also raises the bar for individual applicability.


Client:
Daimler AG, Stuttgart

Concept and design:
Atelier Markgraph, Frankfurt am Main

AR Table

Construction:
Expotec, Mainz

Software:
Visometry, Darmstadt

AR Scanner

Construction:
Expotec, Mainz

Software:
wirmachenbunt, Hamburg

EQ Teaser

Construction:
Schauwerk, Freiberg am Neckar / SolidSense, Freiberg am Neckar

Software:
wirmachenbunt, Hamburg

Documentary photography:
Andreas Keller, Altdorf

More Projects

Frankfurt design originals

The Museum für Angewandte Kunst shows what holds design and architecture together at their core.

Rethinking Cooking

WMF presents ’Moments’ at Ambiente 2015.

Digitally enhanced Live Communication

Mercedes-Benz digitally extends broadcasting with innovative Spidercam and AR technology.