Mercedes-Benz EQ – Modular World of Experience
For the product and technology brand EQ by MercedesBenz, Atelier Markgraph developed a modular world of experience. It is positioned between a Formula E racing track and urban life, creating a place to experience and get to know electromobility. As a modern townhouse of the future, it enables – from the living room to the garden – a different approach to the topics of electrification and the mobility of tomorrow. In terms of content, the combination of urban lifestyle, mobility themes, interactive exhibits, along with a framework programme from live cooking to rounds of talks and live music, is designed to attract and enthuse a wide-ranging public.
The interactive exhibits enable unusual perspectives on electromobility, albeit orientated towards life. The augmented reality exhibit, for instance, allows for a full tristage view around and inside the vehicle, while an AR scanner gives X-ray insights into the Mercedes-Benz EQC. In doing so, the exhibits are embedded in the reality of life of modern housing. Natural materials and plants give the container look a homely atmosphere, while technical themes are accentuated in the brand colour blue with cool light.
The world of experience is composed of recycled overseas containers that can be combined in a modular fashion, enabling reuse in racing locations with differing conditions. This modular system can be endlessly adapted and offers surprising setups over several racing seasons. It makes use of certified material, reused equipment, power from wind energy and LEDs instead of conventional lighting.