IMMERSIVE MIXED REALITY FORMAT

FOR MERCEDES-BENZ PRESS EVENTS

Awards:

Client: Mercedes-Benz Group, Stuttgart

Overall concept, planning, design, 3D animation, realisation: Atelier Markgraph GmbH, Frankfurt am Main

Software development, realisation: Ditached GmbH, Offenbach am Main

Documentation photos: Mercedes-Benz Group, Stuttgart; Atelier Markgraph GmbH, Frankfurt am Main

Film music: Marco Lehmann, Karlsruhe

Together with Mercedes-Benz, we designed a mixed reality format that takes the presentation of automotive technology to a whole new level. Three innovative tools created a captivating, interactive experience that makes complex technical content tangible for a specialised audience.

The challenge

Making technology not only visible, but also tangible. Designing and implementing innovative presentation tools that overcome conventional, static formats and take product presentation to a new, dynamic level.

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Our approach

Rethinking the presentation of automotive technology – with real-time 3D, iPad AR and, as a highlight, a mixed reality experience with the Apple Vision Pro. The combination of interactive formats opens up new possibilities for communicating complex content.

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Skills

Conception, realisation, programming, 3D animation, overall staging, training, support

Pressekit herunterladen

5 days, 3 topics, 200 journalists, 60 sessions

As part of a five-day press event at the Mercedes-Benz plant in Sindelfingen, international trade journalists were given comprehensive insights into the latest electric and hybrid drive technologies. Instead of two-dimensional PowerPoint presentations, Mercedes-Benz favoured an immersive mixed reality platform that provides comprehensive technological insights and a deep understanding of complex topics. To this end, we developed three innovative and interactive presentation formats.

Highlight of the event: an Apple Vision Pro session

An immersive mixed reality experience with the Apple Vision Pro showed complex processes in a surprising and visually appealing way.
A presentation tool specially developed for the presenters enabled the hosts to seamlessly convey the key features of the newly developed powertrain to the participants. Mixed reality makes elements visible that would otherwise be impossible to present visually, such as scaling, X-ray views, slow-motion effects and the visualisation of energy flows.

Intuitive gesture control and playful effects, such as objects emerging from the ground or hovering hummingbirds, provided surprising and emotional moments. Up to 15 participants experienced the team event synchronously, controlled via a central server.

3D real-time application

Technical details about the battery were communicated in a clear and understandable way using a specially developed high-end 3D application and seamlessly integrated into a standard PowerPoint presentation.

iPad AR experience

Journalists experienced the new hybrid drive via augmented reality on iPads and were able to discover and understand the otherwise invisible details. The virtual content was placed precisely over areal model of the drive, allowing participants to fully explore the drivetrain from every perspective.

The implementation

For an optimal customer experience, the participants' visual experience was adjusted using a lens measuring device and optical inserts. Customised, transportable furniture and flexible trolleys enable versatile use. Thanks to careful planning and trained staff, the preparation time per participant was just two minutes.

The successful event established a new format that will also be used for future Mercedes-Benz events.

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