As one of the most important events in the IT industry, visitors flock annually to the Consumer Electronics Show (CES). Expectations of the new innovations are always high. And with jangled nerves at its side, Mercedes-Benz was ready to exceed them. This year’s presence features a uniquely designed, intelligent exhibition booth with interactive, real-time visualization dramatized on a LED panorama backwall. Impact aside, this element serves as a powerful reminder that in a digital show – the dialog between brand and visitor remains just as strong.
From a staging perspective this is also a first. The large-format LED wall allows the presenter to control it via an iPad app. The backend software, originally developed for computer games, is so powerful that the content and animations displayed can be input in real-time. Hardware and software are programmed to work in tandem to deliver an LED projection twice the resolution of that of a digital cinema. And they create a live, dynamic perspective no matter where the audience are. With visitor-generated content visualized dynamically, real-time feedback and agile topic selection – the stand is alive with energy and audience-engagement. And this, in turn, creates an experience that no visitor to the Mercedes-Benz stand will forget.
And that’s exactly the goal. To put experience and digital communication into the heart of the Mercedes-Benz’ presence. And it’s not just the LED walls that embody it. Under the iconic brand element “Silver Flow” – represented as a floating textile lamella structure with atmospheric lighting – visitors are invited to experience a digital Mercedes-Benz brand in live form. Anyone wanting to dive deeper into the mechanics of the car- like the infotainment system MBUX (Mercedes-Benz User Experience), the battery-powered EQC, or the new Mercedes-Benz mobility ecosystem – has the opportunity to do just this in the experience area. Here interactive exhibits can be explored individually or explained in person at the dialog table.