Mercedes-Benz #GrowUp Roadshow & EQ Campaign

As a freelance designer, I contributed to the development of the Germany-wide #GrowUp Roadshow, which marked Mercedes-Benz’s transition into the era of digital brand experiences. The roadshow became a pioneering platform that redefined live communication through integrated mobile interactions and set the foundation for the visual and spatial language of the Mercedes brand world.

Building on this success, the concept was further evolved for the EQ campaign—a flexible, modular environment designed as a lifestyle playground for visitors to explore the brand. The adaptable set-up allowed for diverse formats, including public viewings, talks, and a Formula E Arena, creating a cohesive yet dynamic experience across all event scales.