Smart brief for Green Room

Retail design and delivery practice Green Room has created and installed an interactive experience centre for the Smart automotive brand at Mercedes-Benz World in Surrey.


The Smart World centre showcases Smart to visitors at the popular Brooklands site, providing an insight to the brand’s fun, playful, innovative, bold and individual attributes through a combination of interactive experiences, static displays and multi-media content.


Smart World gives the Smart brand a greater prominence within Mercedes-Benz World, acting as a sales floor and promotional space for building brand affection. The space has been designed to create a point of interest as visitors enter the Brooklands complex, driving footfall and engagement. Interactive components provide a fun and interactive experience for visitors of all ages, creating an encounter that leaves visitors with an on-brand and impactful memory of their visit.


An iconic central digital graffiti board allows visitors to design their own Smart car using an innovative digital spray can. Budding designers can then share their designs with the digital world – or if they’re particularly keen, even order their unique creation via the Smart Brabus customisation programme.


In-car rear projection (the display appears on the car’s windscreen and windows) and digital devices including iPads and LCD screens provide points of interaction with the Smart website and social media feeds. Other elements incorporated into the design include a double-height wall montage of ‘Smart ForTwo’ front profiles set against an illuminated colour wash, providing an essential focal point that is clearly visible to visitors both inside and outside of the building.


The unconventional triangular space is softened through the used of elevated plinths, wall panels and a diverse palate of materials and finishes. Window vinyls echo the overall theme while providing the seated break out area some privacy from passing traffic.


The design also references the Smart Urban Stage, a pan-European roadshow commissioned by Smart to explore the future of the city, through the presentation of future mobility concepts including the ebike and electric drive.


Claire Tracey, Smart operations manager comments: “Mercedes-Benz World provides visitors with a choice of fantastic attractions, meaning each element has to compete for attention and earn dwell time. The new Smart World space not only communicates our brand values and spirit of fun but also creates a memorable experience quite different to anything else within our Brooklands complex.


“Green Room has successfully transformed an awkward and previously under-utilised space at Mercedes-Benz World into an immersive and entirely appropriate brand experience. The team has been imaginative and creative in its approach to the project and has implemented technology effectively to integrate our online community with the physical experience. It’s a great job.”


Richard Ash, found and CEO of Green Room adds: “This prominent multi-purpose space required creative minds to successfully deliver on the clients’ hopes and aspirations. There’s lots of great detail in the design, from the choice of floor coverings to the double-height atrium wall treatment, but the graffiti wall in particular is a heroic element. It may of commanded a fair slice of the budget but it gives the space a focal point, talkability and longevity by leaving visitors with a novel, fun and – crucially – memorable memento of their Smart experience.”


Mercedes-Benz World is an immersive brand experience located at the famous Brooklands site in Weybridge, Surrey. The venue is popular with customers, motor enthusiasts, families and corporate users and includes an extensive showroom, museum space and circuits where visitors can drive the Mercedes-Benz range and watch spectacular demonstration drives.


The Smart World centre opened in late December.


Green Room won the brief on the back of its award-winning work for Mercedes-Benz at its flagship retail showroom adjacent to the A4 at Brentford, west London.

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