Mercedes EQS

Overview

Progressive luxury, staged as an immersive journey. The pavilion concept frames the Mercedes-Benz EQS through a show flow that shifts from ambient discovery to focused product storytelling, designed to leave visitors with a clear emotional memory of future mobility.

Experience System

Technology and nature, expressed through parametric light. A digital forest of programmable LED light forms a living environment in constant motion, echoing the flow of data in nature and creating a visual path toward the central reveal.

Touch points trigger feature focused moments. At the center, the EQS is paired with a 360 dome projection layer. Visitors can activate different content states that highlight key product attributes without breaking the overall ambience.

Credits

Refractiv
Spatial experience concept and visual experience concept. Parametric form 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 the initial concept.