Dimensional Communications creates a unique, eye-catching environment for Mercedes-Benz to showcase current and future technology
In January of this year, Mercedes-Benz USA participated in the Consumer Electronics Show in Las Vegas for the first time ever. Dr. Dieter Zetsche, CEO of Daimler AG, was a keynote speaker and DCI was asked to produce a unique exhibit environment for Mercedes-Benz to showcase their technologies.
With a total attendance of almost 150,000 people and representation from 78% of the Fortune 100, the annual Consumer Electronics Show has become the premier showcase for new technology. It was a natural fit for an industry leader such as Mercedes-Benz to showcase their new technologies and they turned to us to help them make it a success.
Late in 2011, DCI and Mercedes-Benz began planning for the show.
The challenge was to create a unique environment that would showcase and explain the newest mbrace2 technology, as well as provide a glimpse into the future of the automobile.
The DCI solution was to create an open, inviting, 4,000 square foot immersive environment that included meeting rooms, large scale fabric graphic structures and an array of cutting edge technology.
The technology centerpiece of the design was “the cube” – a gesture based interactive experience created in Germany to demonstrate the car of the future. To highlight this one-of-a-kind show piece, Dimensional created an impressive hanging fabric structure with integrated vertical lighting elements that captured the attention of attendees from across the convention center floor.
The mbrace2 story was told using multiple technologies throughout the exhibit. Custom kiosks were designed and built to incorporate actual components from production vehicles allowing guests to interact with mbrace2 as if they were sitting in their own vehicle. 50″ touchscreens with custom programming were used to provide attendees with the opportunity to learn about Mercedes-Benz and large-scale video walls showed the technology story including one controlled from an integrated custom built iPhone kiosk.
The results exceeded expectations. Mercedes-Benz recorded 346,000,000 media impressions from their presence, including print, television, the web, and social media. We are proud to have played a key role in designing and executing this exceptionally effective demonstration of Mercedes-Benz technology leadership.