Mercedes-Benz at the 36th Bangkok International Motor Show

The Bangkok International Motor Show (BIMS) is a world-class annual event. This March welcomed the 36th edition of the show, attracting 1.7 million visitors and car enthusiasts from all over the globe.

Pico provided turnkey services for Mercedes-Benz’s 2,268 sq. m. stand at BIMS, delivering the brand’s new trade fair concept for the first time in Asia. Focusing on a simple but solid brand message – “The Best” – and delivering this message through the concepts of modern luxury, sensual purity and the ”Eight Modern Luxury Rules”, the new theme brings the luxury car brand’s trade fair presence to the next level.

Besides meeting brand strategy specifications, the new concept also solved a number of practical issues in Bangkok – clearly defining the long-range brand presentation in the exhibition halls while keeping Mercedes-Benz’s authentic identity; creating an architectural gesture that welcomed visitors and gave the impression of being inside a branded space; and bringing a clear hierarchy to the communication themes on the central stage and other focus areas.

At BIMS, the stand’s look and feel was driven by the ‘Silver Flow’ spatial design, which provided geometrical arrangement flexibility, a bidirectional orientation and an open structure, providing various spatial solutions which could be quickly reconfigured.

Embodying both continuity and a fresh start, there is no doubt Pico’s new theme contributed to the success of Mercedes-Benz at the Bangkok International Motor Show and will continue the successful history of Mercedes-Benz trade show productions around the world.


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Mercedes-Benz at the 36th Bangkok International Motor Show