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work

A glimpse of the future: exploring new possibilities with the Mercedes-EQS

client:
Mercedes-Benz
region:
APAC
  • APAC44
  • Architecture32
  • Build41
  • Concept Design65
  • Mobility38
  • Pop-ups & Roadshows14
  • APAC44
  • Architecture32
  • Build41
  • Concept Design65
  • Mobility38
  • Pop-ups & Roadshows14

Introduction

A 10-city roadshow for EQS

As a hero model of Mercedes-EQ, EQS came to China in 2021 - with its Asian debut in Shanghai for SHAS . Following SHAS, a 10-city roadshow of pop-up spaces was rolled out, to demonstrate the vision of EQS’ campaign and to enhance the brand awareness and product image. The aim? To attract the public into the space to explore, and generate social buzz.

The Challenge

Differentiating from the traditional ICE roadshow event, Mercedes wanted to avoid a conservative strategy - to be bold and to focus on event marketing.

A high-tech and futuristic style was preferred, meaning the whole concept focused on the creative development of strong digital content. We wanted to tell a story, to set the tone for the Mercedes-EQ brand and demonstrate the hero EQS. The core focus was on highlighting the difference between the Mercedes-EQ brand and other brands.

What We Did

New possibilities for a sustainable future

We put together a unique roadshow to inspire new possibilities for a sustainable future in 10 cities around China. For this campaign, we worked with various artists to inspire audiences to reimagine the world of tomorrow together.

Together, we created a pop-up space to demonstrate the vision of EQS’ after its Asian debut at Auto Shanghai 2021, enhancing brand awareness and product image in the process.

How We Delivered

A futuristic and minimalistic space

The experience here was designed to inspire visitors with purpose-driven collaboration toward a more sustainable future. The pavilion was designed in collaboration with the multidisciplinary design studio Atelier I-N-D-J from Shanghai. With a unique façade combining media architecture and optical illusions with organic curves and minimal shapes, it stood out from its surrounding like an otherworldly spacecraft.

Inspired by the elegant one-bow design of the EQS, it reflected the purity of Mercedes-Benz’s design philosophy. This circular architectural design created a futuristic and minimalistic space for our visitors, while the elevated platform made the entire structure appear to float above the ground.

Special attention was given to the exterior, with layers of metallic mesh purposely creating moiré patterns over the dynamic media façade below.

We created a very exclusive experience inside the pavilion to maintain a high degree of immersion and luxury. Simultaneously, we created a recurring ‘magic moment’ in order to tease the car to the public outside.

The Key Facts

Project: EQS Roadshow

Mission: to differentiate this roadshow from the traditional ICE events and communicate the difference between Mercedes-EQ brand and other brands

Solution: Uniplan helped bring to life the brand’s vision in a one-of-a-kind roadshow, combining sustainability with technology to inspire new possibilities for a better future

Result: the project perfectly embodied Mercedes-EQ’s vision and put collaboration central

The Numbers

6,000 visitors

90% of construction in recyclable materials

Awards

This project has not only convinced our customers and us, but also the juries of global awards. 

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