Mercedes-Benz EQS
Mercedes-Benz wanted to create a roadshow pavilion concept for the EQS, bringing future mobility and design inspired by nature into one spatial sequence built around the vehicle. Commissioned by Uniplan China, Refractiv developed the spatial sequence, architectural and media direction, content and interaction concept.
Project Details
Year:2021
End client:Mercedes-Benz
Commissioner and lead agency:Uniplan China
Format:Roadshow pavilion concept for China
Proposed media layers:Programmable light, panoramic projection and digital forest
Refractiv role:Spatial and visual concept, architectural direction, media and lighting direction, content concept, interaction definition, visualisation and handover documentation
Realisation:Produced by a third-party vendor under Uniplan China’s supervision
Brief and spatial challenge
The pavilion concept needed to carry the EQS through an itinerant show across China as a single spatial sequence. Visitors had to move from ambient discovery into focused interaction and arrive at the vehicle with the atmosphere holding across the journey.
Parametric lighting and visual content for vehicle presentation
Parametric form and programmable light shaped a digital forest at the outer edge of the pavilion, defining the approach. Lighting, media, and architecture guided visitors inward toward a 360-degree immersive canvas around the EQS. Interactive touchpoints surfaced different product states while the atmosphere remained continuous across the pavilion.
The handover package included the concept deck, spatial design, architectural drawings, content and lighting direction, interaction specifications and visualisations. A third-party vendor realised the pavilion under Uniplan China’s supervision after Refractiv’s concept-stage commission concluded.
Credits
Refractiv
Spatial and visual concept, architectural direction, media and lighting direction, content concept, interaction definition, visualisation and handover documentation.
Uniplan China
Commissioning, lead agency and supervision of realisation.
Mercedes-Benz
End client.
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