EQS (MERCEDES)

Category: Exhibition Design - Experience, Installation
Location: China Nationwide (10 cities)
Size: 250 sqm - M
Year: 2021

The Mercedes-EQ Pavilion is a touring experiential showcase for the new EQS, visiting ten major Chinese cities. Its elegantly simple form, echoing the car's signature "one-bow" line, conceals sophisticated layering conveying luxury and technology. Inside, visitors journey from a dynamic 'Vision Space' to an exclusive 'Encounter Space' where the EQS is dramatically revealed. The pavilion masterfully transforms periodically: kinetic walls rotate, animations play, and a mirror descends, culminating in a spectacular public reveal bathed in haze, lasers, and light. Designed for touring and embodying Mercedes-EQ's sustainable ambitions, it employs modularity (Redeploy), light weighting (Reduce), rented equipment (Reuse), and highly recyclable materials (90% Recycle).

Black mercedes eqs set on a turntable under a mirrored tilted round panel iset in a dark room with a curved screen backdrop

Mercedes EQS touring pavilion with rotating kinetic walls and animated displays, set in Suzhou Lakeside Plaza.

Mercedes EQS touring pavilion in front of Suzhou’s Gate of the Orient, highlighting the Mercedes car with the iconic building in the background

Mercedes EQS touring pavilion in front of Suzhou’s Gate of the Orient, by a reflecting pool at sunset

Mercedes EQS positioned at the center of a round semi-transparent purple and blue pavilion, with kinetic walls creating a mesmerizing moiré effect

Mercedes EQS pavilion with round walls that rotate and overlap, creating a mesmerizing moiré effect

Long continuous curved screen displaying concept water graphics alongside Mercedes EQS content.

Moiré effect created by textured semi-transparent walls overlapping with the back screen

A movable roadshow pavilion for the EQS by Mercedes-EQ. An experiential journey capturing the essence of the future of luxury electric vehicles in a roadshow that tours ten major cities across China.

Designed to evoke the signature one-bow lines of the new EQS our pavilion strikes a simple elegant pose. Behind the simple form lies a layering of materiality to convey a sense of dynamic, technology and luxury.

Beneath the apparent simplicity is a masterstroke in design, content, logistics, sustainability, coordination and construction. World class production and curation the 2021 EQS Roadshow has seen the collaboration of a large team of experts across several countries to bring this complex vision to reality.

The first visitor experience is the ‘vision space’, a darkened space with wall to wall dynamic content. From here visitors are led into the encounter space; content lighting reals the car from the darkness into light and allow visitors to physically engage with the new Car.

Light shadow drama and intrigue. In a nod to the natural world, we utilized the 3-point Mercedes-EQ star in a phyllotaxis arrangement, a pattern present in many forms in nature.

The places available for the encounter space within are somewhat limited and exclusive, thus at periodic intervals the pavilion itself transforms from inward looking space to dramatic outward public facing. Animations build across the translucent face, large wall rotates revealing haze and laser light show, the car bathed in content from behind as the kinetic veil moves aside dramatically revealing the car to the outside public facing space. In a final crescendo a large mirror lowers from the ceiling space reflecting the cars attractive roof lines and reflecting the signature star motif of Mercedes-EQ. The star pattern arrangement is of particular significance as we defined a phyllotaxis spiral pattern, a pattern present in many natural forms - this is a gentle nod to the environment as Mercedes sets forth ambitions for sustainable luxury electric vehicles.

From the outset, the pavilion has been designed with its purpose and intent in mind, touring China in a short time schedule displaying the virtues of the new EQS to visitors eager to see Mercedes EQ vison of the future luxury EV. With the tour in mind and the sustainable credentials, we designed a pavilion that would uphold those values.

REDEPLOY: We designed a modular kit of repeatable parts that are redeployed in each location, assembled components with high reusability, no wastage for each stop on the 2021 EQS roadshow.

REDUCE: A lightweight steel structure with as little material as possible to still convey the sense of luxury. Less material means less trucks transporting to each destination on the tour.

REUSE: rented lighting, audio, computer systems, climate control, and LED panel lighting used extensively and where possible, so at the close of the event the objects will see another use in another place in another form.