The 300-sqm trade fair stand was dominated by two backlit, curved ceiling panels that could be seen from afar and that communicated both the brand and its trade fair slogan. In continuation of the ceiling panels, a large back wall presented the road map and Daimler’s present vehicle fleet with efficient combustion engines as well as hybrid and electric cars. The S500 Plug-In Hybrid was presented in front of a large curved freestanding form that emerged from the floor. Backlit LED stripes in the flooring underscored the dynamism of the trade fair stand.
Daimler at the World Future Energy Summit
At the World Future Energy Summit in Abu Dhabi, one of the world's largest and most important events for the energy and environment industries, Triad designed Daimler’s trade fair presentation for the accompanying exhibition and also developed the Test Drive Station on the exterior lot. The trade fair stand and all related activities were devised to communicate the company’s roadmap on the way to sustainable mobility as well as its already impressive engagement in this realm. A newly designed primary visual element conveyed the company’s drive and flexibility on its way into the future as well as the principle idea of its multitrack development of mobility.
Trade Fair Architecture
Multitouch Media Table
The Multitouch Media Table was centrally located at the reception desk, serving consumer consultants as a key instrument and giving visitors the opportunity to playfully research further information on particular vehicles. Images of the vehicles were shown on squares that resembled playing cards and could be moved across the table or arranged next to one another for comparison. In addition to informational texts and images, these squares also presented videos about particular vehicles and engines.
Test Drive Station
At the Daimler Test Drive Station on the exterior lot, visitors could borrow electrically powered smarts and A-Class cars for a short road test. At a strategically well-positioned “dispenser,” visitors could get information about the easy charging of electric cars before taking one of the exhibited models out for a ten-minute test drive.
Project map
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