FOR A NEW CAR GENERATION

For the presentation of the Mercedes-Benz A-Class, a model of the new "New Generation Compact Cars" era, a total of 16 pavilions were developed in a progressive design that communicated the new visual identity of Mercedes-Benz. Displaying a profound understanding for the brand, the product and the target audience, LIGANOVA has succeeded in achieving a holistic concept form for the launch of the new car. The modular design of the pavilion enabled it to respond flexibly to different spatial situations, both for indoor and outdoor areas.

DESIGNED TO REFLECT THE ZEITGEIST

The uniqueness lies in the functional capabilities of the pavilions, whose architecture radiates an appealing dynamism: This reflects not only the new class of vehicle and new market positioning, but also the stable values ​​of the brand. Easily and freely, the interaction between people, products and brands takes place in urban centers throughout Europe – whether indoors or outdoors. The pavilions represent both the current standing and also the progress of Mercedes-Benz. The idea focuses on innovative strength: using progressive design to create an enduring presentation framework for an international company.

HARMONIOUS COMPONENTS - ELEGANT LINES

The basis for the reflection of the brand’s values ​​is the company’s high quality and stable structure which, right from the outset, conveys a reassuring sense of security. The structure itself is characterized by the silver of the outer layer and the backlit Mercedes star at the front and rear, whilst the harmonious components impress with their elegant lines. Reflecting the dynamics of the agile target group, the structure is formed from a single movement: the floor becomes the wall; the wall the ceiling, the floor becomes the wall once again. The resulting space can be opened up as large as possible and provides access from two sides.