IAA FRANKFURT 2015
The “smart extension” brand presentation reflects the new direction of the brand: the extension of the smart fortwo into the smart forfour. Moreover, it quotes the visual product language of the vehicle. The divergence of forms allows the creation of an urban-influenced centre that reflects the brand’s claim to innovation and versatility and uses trees as an archetypal metaphor to define a space for the gathering of visitors.
The framing architecture divides the stand into different subject areas: Individuality, Mobility, Technology and Design.
For the smart stand, incoming sunlight is deliberately used as a design element to present a sense of open-mindedness and city flair. This metaphor goes hand in hand with the presentation of the new smart fortwo cabrio with its slogan of
“Let your city in."
For the smart booth incidental sunlight is used deliberately to generate and present open minded city flair. This metaphor goes hand in hand with the presentation of the all new smart fortwo convertible claiming to be "open FOR something new everyday."
This world premiere has been showcased as special edition smart BRABUS tailormade – a perfect symbiosis out of individualisation and urbane DNA which is representative of the smart brand appearance.
Services: Architecture, Communication Design, Product / Exhibit Design
Awards: Automotive Brand Contest 2016 (Architecure Winner), ICONIC Awards 2016 (Winner Architecture / Event & Exhibition)
Photography: Andreas Keller