The Paris Motor Show 2014↓
Mercedes-Benz Trade Fair Stand
The 2014 Paris Motor Show was an opportunity for jangled nerves to raise the curtain on its new trade fair concept for Mercedes-Benz: the Silver Flow, a striking design element destined to add movement and energy to any stand. Consisting of a series of silver fins, the Silver Flow adds emphasis and presence to a stand, combined with a touch of sophistication and elegance. This sweeping stream of silver provides a structure that is both continual and adaptable, simultaneously luring visitors from afar and helping to define different areas within the stand.
The Silver Flow consists of 300 individual aluminium fins, each measuring up to 7.5 metres in length and creating a huge, flowing sculpture that lends an unmistakeable air of spaciousness. Given the vitality these fins add to the stand and the way they sweep across the stage, it’s hard to believe that in total they weigh an amazing 21 tons. To achieve the visual effect, a special tying mechanism had to be created to obtain the different angles and hold the shape.
The overall sculpture can also be used for media projections. With animated light projected onto the fins, the Silver Flow appears to move, adding dynamism to the cars. This effect transfers seamlessly onto a huge LED screen, creating the impression that the entire (real and virtual) flow is indeed in motion. The overall impact of this concept is that each design element on the stand is transformed into its own medium; altogether, the media become part of the architecture – a fascinating interplay between physical objects and effects.
Wherever it’s used at a car show, the Silver Flow ensures that brand presentation is consistent and coherent. The adaptability of the fins means the metallic sculpture can match the specific context but at the same time reinforce recognition every time it appears in public.