MERCEDES-BENZ
ROCK IN RIO BRAND CENTER 2015
YOU ARE HERE
Located within Rock Street USA, the Mercedes Benz Brand Center will become the destination for all attendees of the Rock in Rio Festival.
THE THEME - THE BEST. THE BRAND ESSENCE.
Those are more than just words. The Mercedes Benz Brand Center will be a sensory challenging space that will generate the brand philosophy into physicality, so the attendees at Rock in Rio can viscerally and emotionally connect with the brand through sight, sound, and form.
The three proposed looks and feels will address the incorporation of the following experiential pillars:
Educational Excitement
An Immersive Experience
Shareable Moments
Bringing to life the state of BEING of the brand in three concepts which portray the brand essence,
The brand message: THE BEST The Brand Tonality: MODERN LUXURY The General Brand Presentation: SENSUAL PURITY.
Manifesting the "WOW"
EXAMINING THE WHY
What are the stories you want to tell?
You said it-
It is about THE BEST or NOTHING. We must convince the MIND, enchant the HEART in order to create an emotional brand experience. The following three concepts: Silver Flow, AMG Racing and the Mercedes-Benz Museum address the brand essence. The potential stories for the Brand Center will guide the design process. Your story needs to be told in a Holistic 360 degree way. Every touch point needs to be crafted in order to hit all of your objectives.
CONCEPT ONE: MERCEDES BENZ MUSEUM: MODERN LUXURY
This concept explores taking the essence of Modern Luxury into a Museum application. Inspired by the Mercedes Museum in Germany the proposed concept will embody the essence of elegance. Simple, pure and a nod to the geometric structure; allows for the perfect backdrop for an architectural language that is futuristic. The space can begin to feature the Ride and Drive Captured images of the riders in a art gallery like setting.
MODERN LUXURY
Welcome! Come experience Mercedes-Benz in a visually impactful and strong setting. This Brand Center will visually excite you. Strong graphically this concept explores and captures the essence of Mercedes-Benz Museum in Germany by display elements in a museum like setting.
BRAND CENTER ACTIVATIONS
The floor and planning will allow for a greeting from a MB Brand Ambassador, Historical MB Interactive Wall, bench seating, and the Iron Schockl Image Attendee wall. The wall graphics embody the essence of the MB Museum in Germany which visually carry the attendee through the space in a simplistic and minimalist way.
MERCEDES-BENZ HISTORICAL TIME-LINE
Featuring museum like displays, the MB history Experience allows attendees a truly immersive exploration into the history of MB. With fun facts, spunky text, and visually stunning images this is not your typical timeline. Shareable stations along the time-line allow attendees to share fun facts socially.
SOCIAL MEDIA SHARING
Find your face among the ever changing Iron Schockl pictures. Our interactive wall of faces showcases YOU. That's right attendees that participate in the Iron Schockl Ride and Drive are showcased on our media screens. Simply find your photo and share socially.
GRAPHIC LOOK AND FEEL
CONCEPT TWO- AMG RACING: THE BEST
AMG Racing explores taking the Sub-brand of Mercedes into a architectural statement. Forced perspective and strong fast lines-the space will be attention grabbing visually. The racing concept can be explores in a graphically printed sense or heightened into an interactive racing modular in which the attendee either through canned content can experience an AMG driver in action-in a giant theater application, or racing simulators can be projected in the space taking the gaming to a whole new level.
AMG RACING
Welcome! Come on in- and become immersed into the heart pounding racing mentality which is AMG. This Brand Center will visually excite you! Strong graphically this concept explores the racing element of Mercedes-Benz by displaying elements much like a car museum. Take a look around, only Mercedes can curate a show like this.
BRAND CENTER ACTIVATIONS
The flow and floor planing of concept two allow for greeting from Mercedes-Benz Brand Ambassadors, current racing heritage elements, such as a scale model of the AMG GTS, Wheel displays, Driving Simulator, and Engine Display. The wall graphics visually carry the attendee through the space in a heart pounding memorizing way, allowing for a strong visual presence and dynamic brand statement.
THE MERCEDES-BENZ RACING EXPERIENCE AND DRIVING SIMULATOR
Featuring Museum like displays, the Mercedes-Benz AMG Racing Experience allows attendees a truly authentic breakdown of the current AMG sub-brand. Visually compelling the graphic elements tell a story of the vehicles, while scale models of the AMG GTS creates a statement piece along with special option wheels available tin the AMG Trim Level Package. Do you dare to drive like a Mercedes-Benz AMG Driver? Test your skills at our MB AMG Driving Simulator. Step up, revive your engines, and test your skills against other attendees. Your score will be displayed on our score board in the Brand Center as well as online for bragging rights.
SOCIAL MEDIA SHARING
Now that you can drive like a real AMG Driver- it is time to look like one! Dress up like a real AMG Driver. Suit Up, and have your picture taken by our MB Brand Ambassador, shareable to all social media sites.
GRAPHIC LOOK AND FEEL
CONCEPT THREE- SILVER FLOW: SENSUAL PURITY
Silver Flow explores taking the architectural statement into a interior application. Strong and dynamic, the space will convey the essence of sensual clarity. By Placing the element in the second dimension it will allows for the overall space to have a continual flow in the space, keeping it open and welcoming. Simple and complex the element will create a grand gesture and allow the attendee to flow through the Brand Center with ease.
SILVER FLOW
Welcome! Come on in- soak it up and take a load off! This Brand Center has it going on! Visually compelling with 2D and 3D Silver Flow representation each element screams for a picture. Walk in, and experience Mercedes-Benz like you never have before.
BRAND CENTER ACTIVATIONS
The flow and floor planning of this concept allows for greeting from Mercedes-Benz Brand Ambassadors, lounges, walls for social media sharing, and video wall as well as car configuration. The graphic elements allow for a strong visual presence and dynamic brand statement.
THE MERCEDES-BENZ CAR CONFIGURATOR AND BRAND VIDEOS
Featuring screens in each section; with brand engagements. The Mercedes-Benz car configurator allows attendees to build their own Mercedes and share it to social media sites as well as notify you based on your information where the nearest dealership is to you. The custom created content for this event will take over the screens and feature Brand Videos, as well as Real Time pans to the Iron Schockel To increase attendee participation; simply snap a photo your screen when promoted and share socially to be eligible for a Mercedes-Benz prize.
SOCIAL MEDIA SHARING
Step up to our photo activation wall-and create a truly memorable experience. Dynamic and purely breath taking this visual feast for the eyes plays with perception and depth in a whole new way.
GRAPHIC LOOK AND FEEL
