MINI at IAA
For the presentation of the new MINI Clubman at the IAA, Triad Berlin developed several interactive exhibits that provided driving pleasure and movement. The highly complex themes of product substance and technology were presented to the visitors in a playful and easily comprehensible way. In just two months of realisation time, Triad was responsible for the overall concept, design, editorial work, media design, media production and production control.
Driving Pleasure in the BlueBox
An unusual driving experience was created to highlight the key product volues agility and customization of the new MINI Clubman. Visitors were able to navigate through an rich urban scenery via a wireless steering wheel which was freely manoeuvrable in the room. This dynamic driving effect was supported by a motion platform. During the interactive driving experience, the “MINI drivers” were filmed; these films were integrated live into the VJ installation on the oversized LED wall in the centre of the exhibition stand.
MINI Variety
The interactive exhibit on the topic of customization used eight typical MINI drivers and their customized vehicles to exemplify the huge variety and variability as far as vehicle configuration is concerned. First, the visitors chose their favourite character, e.g. Sporty Steven, then they were able to play with exhibits to gain views of the vehicle. The player had to how quick skills on iluminated sensory ground tiles to win.
Wall Exhibits Demonstrating the Reduction of Consumption and Emissions
Three interactive wall exhibits presented the new MINI’s provisions for a reduction of consumption and emissions. Again, complex subjects were condensed for the context of the trade fair to show the essence of each technology. The visitors learned in a playful way how they are able not only to save on fuel by using the “break energy regeneration”, “auto start stop function” and “shift point display”, but also to reduce costs and emissions.
Exhibit Demonstrating the Combined USB/Bluetooth Interface
The new combined MINI USB/Bluetooth interface was represented by another interactive exhibit. Four highlight display cabinets showcased two music and telephony appliances each: a mobile phone, a USB stick, an iPhone and an iPod. With the preceding controls console, the visitor was able to dial up their preferred appliance. The selected display cabinet was set off by individual lighting, and the visitor obtained information regarding the respective connection options in their MINI.
Animated Film
In addition, visitors were able to dial up an animated film of one and a half minutes in length, produced by Triad, whose content supported the exhibit demonstrating the new USB/Bluetooth combined interface. The film introduced the USB/Bluetooth interface and its possibilities for use with a multi-media telephone as well as with an iPhone.
Project map
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