A jury of experts for the German Design Council’s prestigious series of Iconic Awards has conferred first place in the Event/Exhibition architecture category on the Stuttgart-based BrandRetail specialist.
LIGANOVA won against numerous submissions with its Mercedes-Benz A-Class Pavilion for the client Daimler AG – a project that serves as a prime example of contemporary live communication. “The pavilion provides a mobile showroom for the launch of the A-Class while combining optimum functionality with the image typical of the brand,” explained Andrej Kupetz, jury member and General Manager of the German Design Council.
In today’s society, real-life experience spaces that represent ‘accessible brands’ are becoming increasingly important. To support the launch of the latest models in the New Generation Compact Cars (NGCC) series, the LIGANOVA team set out to design a mobile brand architecture, opting for storytelling as a central element in conveying both the product and the brand. The pavilion concept effectively delivered a unique means of brand presentation that could also be adapted to specific markets. The key feature of the pavilions is their productive capacity: their contemporary, modular architecture exudes the magnetism and memorable appeal of the new vehicle class, the new positioning and the consistent values of the Mercedes-Benz brand. As part of the product launch for the new A-Class, various target groups were invited to experience the pavilion in the context of an international roadshow spanning 82 locations in 22 countries.
“I am very happy that our holistic architecture concept has won the Iconic Award for 2014. Thanks to the impressive design of the pavilion, our team was resoundingly successful in showcasing the Mercedes-Benz brand in a sustainable and efficient way appropriate to the Zeitgeist,” said a delighted Dennis Reck, Business Development Director at LIGANOVA. “Although it was conceived for the introduction of the new A-Class, the pavilion has already been used for other launches in the NGCC series, including the GLA.”
The ICONIC AWARDS 2014
Following on from last year’s successful inaugural event, the German Design Council held its Iconic Awards for the second time in 2014. The Awards recognise visionary architecture, innovative products and memorable communication in all branches of architecture, construction and real estate as well as the manufacturing sector. The award ceremony will take place on 6th October 2014 at BMW Welt in Munich during the EXPO REAL fair.
Expert Jury
- Professor Johan Bettum, Staatliche Hochschule für Bildende Künste (Städelschule), Frankfurt/Main
- Dr. Louise Kiesling, COOP HIMMELB(L)AU, Vienna
- Corinna Kretschmar-Joehnk, JOI-Design GmbH, Hamburg
- Ulrike Kunkel, db deutsche bauzeitung, Leinfelden-Echterdingen
- Frank Lottermann, Nordisk Büro Plus GmbH, Frankfurt/Main
- Dietmar Mühr, PLEXGROUP, Berlin
- Aleks Tatic, Tatic Designstudio Srl, Milan
- Andrej Kupetz, German Design Council, Frankfurt/Main
Source: Liganova - the BrandRetail company
