smart IAA 2017

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Andreas Keller

For the eighth time, BRAUNWAGNER stages smart's trade fair appearance at the IAA 2017 in Frankfurt am Main. Under the motto "transforming urban traffic into city flow", smart is focusing on the mobility topics of the future on 2,350 m².

In the centrally located CASE-Lane, concept cars from Mercedes-Benz and smart will be presented for the first time under the new label "EQ". With the smart vision EQ fortwo smart shows its new vision of urban mobility. The smart Mobility Lab is the place to discover these visionary solutions. An interactive light projection was developed to present the numerous ideas and approaches for urban mobility in 2030.

Another focal point of the trade fair presence is the smart event area. On approx. 30 m², visitors can experience the emission and noiseless driving with smart electric vehicles in a smart-typical and direct way, where lectures, panel discussions and other activities with the public can also take place.
The LED can be moved 90° to the gallery, so that up to 70 people can participate in the events and live broadcasts. The steps of the gallery lead up to the smart city lounge with a bar area, chilled seating and niches in a variety of materials such as wood, concrete and real moss - offering the opportunity for retreat and relaxation.

The key note "city flow" is reflected in architecture and communication through dynamic lines, which are applied holistically in all media. The traces that change with slight radii symbolize the dynamics, changes and densification of urban mobility. They are transferred into the space and form dynamic communication bands.

In the lounge area, the communication band is realized by a FlipDot matrix; the more than 60 years old technology of turning small panes, formerly used in train stations and airports, plays with the contrast between analogue and digital in its simplicity and attracts attention with its acoustic motif - a soft click, every time the content is changed. Together with the large main LED, all surfaces are part of a communicative overall choreography.

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