Mercedes-Benz
Immersive Retail Experience
Mercedes-Benz USA asked our team to create an innovative experience to bridge the gap between users’ dealerships expectations and their online customer journey. After conducting extensive research with NYC and Atlanta metro-area dealerships and prospective customers, we saw a disconnect between online research and the in-dealership experience.
Bridging the space between environmental and NUI design methodologies, we crafted an experience for a large scale, 96” 4K multi-touch canvas that featured Mercedes-Benz web tools and product content that assisted with brand discovery, sales and customer engagement.
Markets
2017 USA, 2018 Canada
Team
Eric Grant, Creative Lead
Kat Hollister, Design
Wells Caughley, Tech Lead
Joel Johnson, Engineer
Deliverable
Environmental
Touchscreen
Agency
SapientRazorfish, Emerging Experiences
Role
Design Direction
Experience Direction
Strategy
MB
Content Strategy
Eight pillars are featured: AMG, Design, Environment, Innovation, Lifestyle, Ownership, Performance and Safety. Interaction is intuitive; tapping and dragging content fostered a feeling of discoverability within the experience.
Idle state
AMG, Content Discovery
Safety, Video Filtration
Highlighting the Product
Mercedes vehicles are presented as the focal point within the experience; highlighting the brand’s history of industrial design to facilitate in-store conversations between dealers and customers. Web content for vehicle details open at an ergonomic width on screen to keep all selectable content within reach.
