role: creative direction
Smart / IAA Mobility Munich
The #3, smart's second all-electric vehicle, made its European premiere at the IAA Mobility event in Munich, coinciding with the brand's 25th anniversary. smart set out to create an immersive and enlightening IAA experience. In the glamorous setting of the Film Casino, brand guests and industry VIPs were treated to an exclusive first look at the new vehicle. They were guided through a captivating, immersive experience spanning three floors. At the same time, the outdoor exhibition was open to the public, offering visitors the opportunity to admire both vehicles surrounded by two giant LED walls. Visitors were able to learn more about the vehicles' features and even take an exciting test drive.
