Mercedes-Benz Vans rolls out immersive brand experience

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A new immersive experience from Mercedes-Benz Vans is showcasing the brand on a UK roadshow using virtual, augmented and mixed reality (VR/AR/MR).

The Mercedes-Benz Vans 16m, custom-built, double-expanding articulated trailer contains three different multi-sensory technology experiences created exclusively for use within the UK that tell the story of the brand today and in the future.

The story of “today” is played out in a full 360°-VR experience, where visitors take a seat in the hydraulically powered cab of a Sprinter van.

An AR wall brings to life the “immediate future” for Mercedes-Benz Vans.

Equipped with a hand-held tablet device and headphones, guests will interact with trigger points on the wall to reveal its new range of electric vehicles and learn more about the brand’s connectivity solution, Mercedes PRO connect.

A “future” cityscape scenario using Magic Leap MR headsets gives visitors the opportunity to move around a futuristic city space featuring robots, drones and autonomous vehicles.

Mercedes-Benz Vans rolls out immersive brand experience

The Mercedes-Benz Vans Keeping Businesses Moving mobile trailer was created with the support of Meet & Potato, a live experience specialist based in Liverpool.

Liverpool John Moores University tested the trailer before it embarks on a tour around the UK at various events and exhibitions, including the Royal Highlands Show in Edinburgh (from 20 June), the Great Yorkshire Show in Harrogate (from 9 July), Car Fest North in Cheshire (from 26 July) and Car Fest South in Hampshire (from 23 August).

Steve Bridge, managing director at Mercedes-Benz Vans UK, said: “We are firm believers in bringing our brand to the people, rather than expecting them to come to us, so this unique mobile trailer truly enables us to share our vision with a wide and varied audience.”

“We know that electric vehicles are high on the agenda of our customers, but beyond that we offer new and emerging innovations that could help change the industry forever. By using technology to bring these ideas to life, we hope to demystify and simplify topics such as drones and robots, and how artificial intelligence can aid businesses great and small to ensure even greater effectiveness and efficiencies.”

Image credits: Mercedes-Benz Vans