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LIGANOVA Horizon wins pitch and stages Opel at IAA

The digital agency, which is part of the LIGANOVA GROUP, is implementing an overall concept for Opel at this year’s IAA Mobility – including an exhibition stand, content production and a new immersive web experience. The challenge: to offer trade fair visitors in Munich more experience per square metre.

Frankfurt, 06. September 2023. IAA Mobility is one of the biggest mobility events in the world – and Opel is right in the middle of it this year! From 5 – 10 September 2023, the German car manufacturer will be showing in Munich what electrified and, above all, electrifying mobility means. The Rüsselsheim-based company has enlisted the support of LIGANOVA Horizon. As lead agency, the experts for digital experiences are not only responsible for the trade fair presentation in cooperation with the architects from Studio Sasch – an immersive web experience as well as the content production for the press conference are also part of the assignment.

First of all, the traditional brand presents itself with three Opel world premieres at the Summit of the Munich trade fair (Hall B2, Stand B20). Interested visitors can also marvel at them in the middle of the city in the Open Space at Odeonsplatz (Stand OP.390): Opel presents itself emotionally and electrically on the highly visible LED walls created by LIGANOVA Horizon, giving a glimpse of the future of the brand and the exciting, further developed compass design of the next generation of vehicles. Entertainment is provided by the immersive AI component that stages the new Opel Experimental concept car.

Another highlight is Opel’s new immersive and digital experience: for this purpose, LIGANOVA Horizon has developed a preview of the new Opel Digital Experience together with the 3D automotive expert Mainworks, which is now available at Its goal: to revolutionize the buying process in the car market. In contrast to previous car configurators, the Scrollytelling platform makes it possible to configure and order a car in just a few minutes. Opel is focusing more and more on e-commerce for the future, because already today every sixth car is sold online at Opel.

Visitors to the IAA will have the opportunity to experience the real-time 3D configurator of the Opel Digital Experience at the exhibition stands, which will allow them to discover the brand and its vision; the Opel Astra Sports Tourer Electric and the Corsa Electric can also be explored and configured directly here.

Rebecca Reinermann, Vice President Marketing Opel: “Buying an Opel should be easy and fun. Our customers should be able to decide where, how and when they take which step in the buying process.This is the mission of our new Opel Digital Experience. Building on this, together with Liganova we have realised a concept for the IAA Mobility 2023 in Munich that brings together physical and digital experience.”

Markus Schuhmacher, CEO of LIGANOVA Horizon: “The new Opel Digital Experience marks a significant step in the way vehicle experience and vehicle sales will be coherently designed. We are putting maximum focus on the customer and future usage behavior in an increasingly connected world. We rely on a mix of state-of-the art Unreal 3D technology and combine this with storytelling par excellence.”

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