Mercedes EQS

Brief and spatial challenge

The pavilion concept needed to express the EQ ethos as a new chapter for Mercedes. Framed by the theme of progressive luxury, the experience was designed to move visitors from ambient discovery toward focused interaction without fragmenting the atmosphere. The show flow centered on the Mercedes-Benz EQS, shifting gradually from spatial impression to product storytelling.

Parametric lighting and visual content for vehicle presentation

We conceived a parametric, addressable lighting façade built around a digital forest of programmable LED forms. In constant motion, the installation created a spatial environment that guided visitors toward the central vehicle reveal. At its core, the EQS was paired with a 360-degree immersive video canvas. Visitors could trigger different content states that highlighted key product attributes while preserving the overall ambience.

Credits

Refractiv
Spatial experience concept and visual experience concept. Architectural development, lighting and media direction, content concept for the digital forest and 360 showcase, and interaction touch point definition.

Uniplan China
Project commissioning. The final built outcome presents differences from our initial concept, as several elements were changed during the design phase.

Related services

Spatial media for brand architecture, Responsive light works.