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Mercedes-Benz EQS

A digital forest, programmable light and panoramic projection formed a proposed journey towards the EQS. Commissioned by Uniplan China, Refractiv developed the roadshow pavilion’s spatial concept, media direction and interaction design.

Project details

Year: 2021
End client: Mercedes-Benz
Commissioner and lead agency: Uniplan China
Format: Roadshow pavilion concept for China
Proposed media: Programmable light, panoramic projection and a digital forest
Refractiv role: Concept and design for Uniplan China: spatial and visual concept, architectural direction, media and lighting direction, content concept, interaction definition, visualisation and handover documentation

A journey from forest to vehicle

The concept brought nature-inspired forms and future mobility into one spatial sequence. A digital forest defined the pavilion’s outer edge. Light and media guided visitors towards a panoramic canvas around the vehicle, with interactive touchpoints introducing different product states.

The design connected the approach, the surrounding atmosphere and focused encounters with the EQS. Parametric forms and programmable light ran through each of those stages.

Concept visualisation of a visitor in the EQS pavilion’s luminous digital forest — Concept visualisation.

Concept visualisation of the EQS rear detail against a patterned media wall — Concept visualisation.

Defining the experience for production

Refractiv developed the concept deck, spatial design, architectural drawings, content and lighting direction, interaction specifications and visualisations. These materials described how the separate parts should work together and formed the handover to production.

The images on this page show the concept and its intended experience.

Concept visualisation of the Mercedes-Benz EQS roadshow pavilion exterior and approach — Concept visualisation.

Concept visualisation of interactive media inside the EQS pavilion — Concept visualisation.

An alternative iteration

A second iteration of the concept placed the EQS on a circular platform beneath a translucent dome, at the centre of a square pavilion.

Columns of light and trees stood in shallow water around the dome, enclosed by a textured parametric façade.

Axonometric view of the alternative EQS pavilion iteration with a domed centre and parametric façade — Alternative iteration: axonometric view.

Concept visualisation of the EQS beneath a translucent dome above shallow water — Alternative iteration: concept visualisation.

Plan view of the alternative EQS pavilion iteration with the vehicle beneath the central dome — Alternative iteration: plan view.

Sectional perspective of the alternative EQS pavilion iteration showing light columns, trees and the central dome — Alternative iteration: sectional perspective.

Credits

Refractiv

Concept and design for Uniplan China: spatial and visual concept, architectural direction, media and lighting direction, content concept, interaction definition, visualisation and handover documentation.

Uniplan China

Commissioning and lead agency.

Mercedes-Benz

End client.

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