Mercedes EQS China

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.

Refractiv developed the concept through to handover; Uniplan China led roadshow delivery.