Munich IAA 2021 - outside

Creating outdoor experiences carry their own unique challenges. Weather resistance, public open access and even working with local authorities. All this while delivering against the brand’s strategic goals at the same time.

The design of Ford’s open space at Munich IAA 2021 was all about impact, attraction, fun and deep engagement. Intentionally designed with left and right flanks reaching out to draw visitors in.

The exterior presents a world of activity, from ‘The Leap’ - where guests inspired by professional performers can jump off the structure onto an airbag, the P1 gaming inspired concept car in a fresh luminous green wrap to the gaming pods and the bigger Bring on Tomorrow experience inside the main central structure.

Versus the competition, Ford was a riot of colour and fun with real presence. Inside the new Mustang Mach-E Smart vision AR experience and upgraded Go Electric touch points made the engagement super sticky.