Design meets reality
The vehicle wrap consisted of fine, mint-green lines that ran across the entire car, from the hood over the fenders to the doors. The windows were deliberately left unwrapped to avoid compromising the vehicle's road safety. On the hood, the lines formed a precise grid pattern reminiscent of a digital engineering drawing, visually representing the connection between the finished product and its development.
The headlights, bumpers and exterior mirrors received individual design details and resembled the lines on a technical drawing.
The words "Iconic Engineering" were applied to the sides of the vehicle and integrated into the design by the technical lines. The contrast between the precise, technical lines and the clear brand typography gave the design a distinctive, high-quality appearance.
This resulted in a design inspired by technical drawings and construction sketches, which highlighted the brand's developmental nature. The vehicle itself always remained the focus of the presentation; the design interpreted the product without distracting from it.
Floor design as a set design
The white lines on the ground and the strategically placed natural stones together created the perfect terrain for the vehicle. The angular, white lines were inspired by contour lines on topographic maps. They represented the route and movement through the terrain, winding across the asphalt in intricate patterns. The massive boulders lay amidst this linear structure, resembling rock formations from the surrounding landscape.
The visualization transported the G-Class to its ideal environment, where it truly shines in the inaccessible alpine terrain. The vehicle was perfectly at home there.
Technology meets precision
The combination of technical aesthetics, spatial staging, and minimalist design created a modern brand presence with high visual recognition. The fine lines of the bodywork formed a deliberate contrast to the rough contours of the terrain. Both, however, remained minimalist in design and harmonized with each other.
The result was a presentation that put the G-Class at the center as a product and staged it as the brand's iconic engineering vehicle through design lines and alpine terrain.
Project information
customer
Mercedes
project
Iconic Engineering
style
Tape Art
format
Product presentation and set design
Areas of responsibility
Concept, art direction, artistic implementation
Artistic participation in the implementation
-
Photo credits
Michael Weingart
Discover more projects
ITB Späti
City Beats
Rolling Religion
Railroad Tycoon