Client: Mercedes-Benz USA
Project: Los Angeles Auto Show
Location: Los Angeles, CA
Designers: Dimensional Communications
Floor Space: 17,000 sq. ft.
Challenge: Recreate a dramatic booth concept originally designed for European shows for multiple uses in the United States market. This included emulating the exhibit’s focal point, a highly complex, multi-panel overhead installation nicknamed “The Silver Flow.” Our team of designers and engineers needed to create a more lightweight, durable and economical solution without compromising the dramatic beauty of the original aluminum design.
DCI Solution: In Europe, the individual lamellas that made up the silver flow were made of aluminum and attached to a custom-made apparatus that individually controlled the lift, rotation and position of each panel. Instead of aluminum, DCI custom fabricated the panels from a lightweight fiberglass extrusion and painted them with an aluminum-look automotive quality finish. Using CAD software and taking into account the weight restrictions of New York and Los Angeles exhibit halls, they engineered a structure that would allow easy, consistent installation of each panel in a predetermined, fixed position. This solution preserved the intent and appearance of the original design, while making it transportable and reusable, while keeping installation costs to a minimum.
For the rest of the booth, DCI used its Diamond tension fabric system, resulting in an exhibit that is lightweight, reconfigurable and as dynamic and visually stunning as the vehicles on display.