Mercedes-Benz Driving Academy showcases interactive space created by Green Room

By Gillian West | Social media manager

Green Room

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mercedes-benz article

November 20, 2012 | 2 min read

Mercedes-Benz Driving Academy has worked with retail design and digital practice Green Room to create a dedicated space for the project within Mercedes-Benz World, the brand’s iconic experience centre and visitor attraction.

The completed projected, which launched late last week, features a range of interactive and entertaining elements aimed at raising awareness of the driving school to the venue’s 300,000 annual visitors.

The Mercedes-Benz Driving Academy currently operates from Mercedes-Benz World in Brooklands, Surrey and the Silverstone circuit in Northamptonshire, as well as on public roads across the South East and Midlands and offers driving tuition to 16 year-olds at the venues, and anyone over 17 passing their test on the roads.

The space created by Green Room tells the story of the Driving Academy with interaction actively encouraged through a series of play elements. Each element is linked with skills that are important to driving and provided via the Driving Academy.

An extensive feature wall, featuring colourful interchangeable graphics and digital media, allows visitors to trigger AV content explaining the courses available. The wall also features two games for visitors, each teaching valuable lessons taught at the Academy. A bespoke Batak system, generally used for testing and improving reaction time, challenges users to strike a series of flashing lights in the shortest time possible all the while being distracted by traffic noises, mobile phones, and air blowers. iPads also allow visitors to interact with additional content.

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Richard Ash, founder and chief executive of Green Room, commented: “Mercedes-Benz World is a superb facility, with a vast array of things to do and catch the eye. Every feature has to work hard for attention and Driving Academy is no different. The interactive nature of our design is sure to draw people in, and hold them, all while imparting valuable messages and a call to action.”

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We’re an international design consultancy that creates immersive brand and retail experiences. We innovate and interrogate to deliver commercial success and competitive advantage to clients in the ever changing and dynamic world of retail.

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