Mercedes-Benz

Brand Experience – Formula E

FORMULA E — IT’S MORE THAN JUST A RACING SERIES,IT’S A BATTLE FOR THE FUTURE

We regularly join Mercedes-Benz for the realization of Formula E – a project to highlight the importance and evolution of electromobility and sustainability. Every time we create locations, programs and themed activities for the visitors to enjoy besides the race itself.

This year’s focal point being the Mercedes-Benz EQ House, we unitedly redesigned and further developed the space with our partners. We have created a unique place where fans can experience e-mobility. The space offered various opportunities for the visitors to discover and enjoy different topics surrounding electrification and mobility.

The Speedboard Game, a public e-race starring the Mercedes-Benz EQ Silver Arrow 02, or the ‘Stress Transformer’, an artwork by Damian Kulash Jr., that converts stress relief in forms of screaming and jumping into pure energy, were just some of the things to discover this year. The festival-like atmosphere made it easy for people of every age to interact with the exhibits and entertainment possibilities provided.

Apart from the electromobility themed games & activities, the 320qm space had a chill-out-area and a DJ for the visitors to relax. However, the highlights in the EQ house were the EQS displayed which could be assessed by the public for the first time.

LIGANOVA led the project management and organization of the project, while coordinating between partnering firms and Formula E as well as running the project on-site.

HIGHLIGHTS OF PREVIOUS FORMULA E EVENTS

In 2019 Formula E took place in a total of ten cities, promoting alternative drivetrains with a similar competition as the classic among car racing. Mercedes-Benz created an adrenaline-charged experience in four European cities.

LIGANOVA | Daimler | Formel E

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