Mercedes-Benz Tourismo World Premiere

Client: Mercedes-Benz Buses
Venue: Hall 5 at Brussels Expo, Belgium
Date: June 2017

International press representatives and 2,500 selected guests from 29 countries headed to the Art Deco Palais Hall 5 at Brussels Expo to attend the international launch of the new Mercedes-Benz Tourismo. The event also hosted the world’s first dynamic indoor bus presentation, enhanced by a unique Floor Projection. 

Line of business: Automotive

We Delivered: Event Design and Technical Execution

Client Needs

We were tasked to exceed the expectations of the ‘Mercedes-Benz’ brand, launching their new Tourismo line after nearly 20 years by delivering a truly memorable experience for guests. Our objective was to deliver the wow-factor and create a completely new dimension in product staging within an authentic brand environment.


As the general construction company, we delivered the creative concept to complete production technical implementation, working in close collaboration with epicto for the  LED technology, lighting, rigging, sound, stage and set construction as well as the planning and production management on site. To create a real wow-effect we realised the illusion of moving buses on Europe’s most beautiful country roads, on the highway or in the city using moving floor projections, even though the vehicles stood still on stage.

A unique three-dimensional brand experience, where virtuality and reality merged together into an almost life-like scenery.

This “Dance of the Giants” required maximum concentration and accurate positioning by the three drivers, who executed the choreography precisely to the centimetre – placing the buses perfectly into the digital projections.

We’re proud to be awarded with the well-known FAMAB Award in Bronze in the category of Brand Activation.

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Tech Specs

Floor Projection

We realised our concept using a 40 x 8m mobile LED wall, combined with a floor projection of 1,200 sqm created using 28 high-performance projectors. This created realistic traffic situations in which the 14-metre-long vehicles – weighing up to 24 tons – demonstrated their capabilities.