OPEL

IAA Summit Munich

The booth concept centers on emphasizing OPEL’s progressive and bold vision, reflected in the brand’s logo and identity. The design is efficient, simple, and clean, staying true to OPEL’s core principles. Semi-transparent materials, contrasted with large-format screens, create a bold yet energetic atmosphere that draws attention to the experimental concept car. Every design element comes together seamlessly, capturing and revealing the true spirit of OPEL.

LEAD AGENCY:

Liganova Horizon GmbH

PRODUCTION:

SASCH GmbH

ARCHITECTURE:

SASCH GmbH

COMMUNICATION:

Liganova Horizon GmbH

BOOTH BUILDER:

Xilografia Srl

IMAGES & VIDEO:

SASCH GmbH & OPEL

BOOTH LAYOUT

The booth is designed with a clear division between public and private areas. The public area, the largest section of the booth, features a dynamic diagonal layout that opens up in multiple directions, creating an exciting, fluid flow of space. This layout fosters an open and inviting atmosphere, while giving the booth a bold presence in the space.

The stand's shape is defined by diagonal guidelines, forming the backbone of the architecture. Two large opposing screens engage visitors from both sides of the booth, adding depth and creating dynamic interaction points. Positioned in front of the screens, the car becomes the focal point, offering an immersive experience where visitors can engage with both the car and the screens.

OPEL-2023-IAA-Mobility-Munich-Summit-Sasch-GmbH

OPEL-2023-IAA-Mobility-Munich-Summit-Sasch-GmbH-Floor-Plan-Elevation

The mission: Maximize experience per square meter. As the design agency for this project, we at STUDIO SASCH worked in close collaboration with LIGANOVA HORIZON to bring this vision to life at the trade fair, as well as for the brand’s web experience.

Our team was responsible for delivering the entire architecture of the exhibition. This included everything from conceptual design and architectural planning to technical execution. We also took on the coordination and hiring of the booth builder, overseeing all aspects of the project to ensure seamless delivery.