Cutting edge.

smart | IAA 2019

2019, the smart area at IAA is considerably smaller compared to the previous years. We take the chance to portray the brand even bolder and more focussed, highlighting the brand promise “ease urban life” and the new brand values “radical, simple, liberating”, and the uncompromising commitment to electric mobility.

smart‘s differentiation from Mercedes-Benz and its other subbrands is taken literally and the brand presentation sets a clear cut! We use the highlight color energizing yellow in addition with an overall white coloring of the booth to set apart the smart area from Mercedes-Benz and create a fresh urban pop-up character.

Like an electric discharge, a LED light impulse leads from the outside to the inside and emphasises the key message “All electric, now!”. A hexagon pattern is featured on most areas of the booth, derived from the visual product language of the car and modified specifically for trade fair communication.