Brand Experience – IAA Smart Concept #1 & Roadshow

Liganova | Mercedes | SMART | IAA


This question has guided our customer Smart and us over the past few weeks and was the guiding principle for the world premiere of the Smart Concept #1. Kicking off at IAA21, the first new generation all-electric vehicle stimulated conversations that went beyond the future of mobility: At three evening events in a special setting at MUCA Munich, a selected circle discussed the future of fine dining and the future of art.

However, we did not stop there. After this triumphant debut of Smart’s new generation in Munich, our crew headed off for an international roadshow: Starting with a private event and an appearance at the VEM 2021, the Electric Vehicle Fair, in Madrid, we moved further with a one-day-and-one-night event for press, dealers, and partners in Paris, and eventually finished off at Milan with yet another happening for a selected audience.

LIGANOVA was responsible for conception, consulting, realization, set-up and event management in Munich and the tour stops in Madrid, Paris and Milan.

Any questions? Email us