Case Study: Mercedes-Benz - Mercedes chooses an aesthetic route

With a reputation as one of motoring's prestige marques, it seems somewhat unbefitting that Mercedes-Benz opted for a low-resolution panel display when refitting its Berlin showroom. The results, however, speak for themselves, with XL-Technologies' general manager Koen Bossuyt claiming the installation represents an emerging hybrid of lighting and av.

The project was produced by Atelier Markgraph, a Frankfurt-based design agency which commissioned its rental partner XL Video to come up with bespoke LED options. 'Our aim was to take the spatial integration of media facades to the next level. Media should integrate seamlessly into the brand space,' says Atelier's creative director Jens-Oliver Gasde.

'High quality materials and cutting-edge programming have joined forces to create a self-assured synthesis.'

For Bossuyt, the build, one of several XL has produced for Mercedes-Benz, represents a long overdue coming together of lighting and av technologies. 'Mercedes-Benz was very demanding, as you would rightfully expect in line with its brand image. Its criteria for the build was for low power consumption, quality, uniformity, reliability and cost effectiveness,' he adds.

To meet these demands, XL had to install its walled structure around the existing layout of the showroom. It fitted two customised Pixled F-30 screens into the Berlin space. One consists of 22 Pixled modules, giving a full screen area of 20.6m2, with a plasma monitor inset at the lower levels. The second screen is constructed from 30 Pixled F-30 panels, making up a total surface area of 29.7m2, with a much larger plasma monitor inset.

As part of the project, Atelier helped produce an exclusively developed content management system that allows staff to adapt and steer the sculptural wall's visual effects. 'Thanks to its ease of use, they can operate the brand space in a flexible, lively way at no extra cost,' says Gasde.

In addition, a film entitled Brand Movie has been produced, featuring clips inspired by the car manufacturer's brand image. The promo is shown on two plasma screens that have been integrated into the wall. 'The key visual is called the Urban Glow. From a lively and radiant cosmos, calm, energy-packed light flows over the walls to send various impulses out into the room. The brand values of Mercedes-Benz 'grow' out of urban traffic streams,' says Gasde.

The two specially shaped 108in Panasonic plasma screens were custom fitted and are mounted at different angles on the wall to fit the space. Each has staggered edges and is made up of adapted and sized Pixled modules.

The high resolution screens display Brand Movie in a way that is synchronised with the effects that surround it, produced by the Pixled panels and the lighting display.

'The challenge was a tough one. We had to get the install to complement the existing environment,' says Bossuyt. 'The interior design had already been done in the showroom when we went in, so we had to adapt and fit our panels to ensure the install was in keeping with the existing aesthetics.'

In total, four different sizes of Pixled modules were adapted for the installation. The ability to customise the Pixled modules proved important when choosing LEDs. Although the screens are lower resolution than is typical of an installation of this size, the lower number of LEDs in the videowall means power consumption is low - which was one of the client's key requirements.

This visual effect is achieved thanks to the Pixled screens feature, which allows manufacturers to programme their own settings into the panels.

For the Mercedes build they are spaced around 3cm apart. The effect allows companies to present their brand colours and logos in an interesting way. Mercedes is one of few companies to sync the effects with a display on a plasma TV mounted on the Pixled panel wall.

Atelier Markgraph has 20 years experience in producing 3D installations, and XL-Technologies LED Labs worked closely with it to develop the specific screen requirements for this installation.

XL-Technologies then sent a team on site to fit the full screens into the available space.

'The large spacing goes against the grain of the sharpness-obsessed HD generation, but still looks modern,' says Bossuyt. 'Dual pixel is perceived differently now and there is real demand for it. This is in contrast to the past ten years when there has been no market for pixilation. Now, thanks to the addition of these lighting techniques, it is able to produce a unique look.'

This unique look is more poetically described by Gasde as 'a glowing treasure box, reflecting the pulse of the city'. The showroom display can be clearly seen through the large glass front of the modern building, located in the centre of Berlin.

The visual effect of the technology seems to have caught on, and not just because of the lower power consumption costs. Bossuyt says that XL Video is receiving an influx of orders from a variety of sectors including a recent studio backdrop install for the French television channel Canal +. 'These installations are not motivated by the recession. It's the aesthetic that people are attracted to,' says Bossuyt.

Gasde adds that, although there is a growing trend for structures such as these, the Mercedes install stands out from the pack. He says: 'There are quite a lot of media facades around at the moment, but we tried to make technology invisible and focus on the overall effect.'

Atelier Markgraph has used Pixled on previous jobs for Mercedes - using the F-11 on the car manufacturer's stand at the Frankfurt Motor Show to produce a banner wrapping the entire stand, which occupied a whole hall.

For Mercedes and Atelier, Pixled offers a unusual but striking way to showcase its high-end products. By looking at the bigger picture, and the possibilities of combining av with other mediums, Atelier has produced an eye-catching spectacle for the car manufacturer, which remains unique. For now, at least.

KIT LIST
2 x 103in Panasonic HDTV
Pixled F-30 panels
Custom-made audio system