station3 develops trade fair booth for European premiere
“This year, station3 was once again entrusted with conceptualizing and designing the brand presence for smart Germany at the leading trade fair “Flotte! Der Branchentreff” in Düsseldorf. The specialist exhibition for fleet managers is a key B2B meeting point in the industry and one of the most important platforms for exchanging ideas on innovations and forward-looking mobility solutions.
Our goal: an independent trade fair booth that draws visitors like a magnet, clearly communicates the vehicles’ USPs, and brings the premium smart brand aesthetic to life in a three-dimensional environment.
“This year, station3 was once again entrusted with conceptualizing and designing the brand presence for smart Germany at the leading trade fair “Flotte! Der Branchentreff” in Düsseldorf.. The specialist exhibition for fleet managers is a key B2B meeting point in the industry and one of the most important platforms for exchanging ideas on innovations and forward-looking mobility solutions.
Our goal: an independent trade fair booth that draws visitors like a magnet, clearly communicates the vehicles’ USPs, and brings the premium smart brand aesthetic to life in a three-dimensional environment.
smart on stage –
a light-driven experience
How do you present two vehicles that each stand on their own yet belong together?
With a stage that focuses attention, creates presence, and still leaves space. At the center are clearly the vehicles – the booth supports without dominating. The overarching concept uses light as a unifying element: custom-made ceiling lights and strategically placed lighting details create an atmosphere that is open, inviting, and never distracting.
Our approach, “smart on stage – a light-driven experience,” provides the perfect setting for two such exceptional models.
A real game-changer
For the European premiere, it had to be more than just a traditional presentation – what was needed was a staging with real recognition value. At the center: the exceptionally short charging time, which makes the vehicle a true gamechanger in everyday life. We brought this innovation to life through design.
The vehicle’s striking look was the focal point of the design: the characteristic oblong shape of the lights was echoed in the rear wall, a prominent light fixture, and the shelving. This created a consistent design motif that runs powerfully and boldly throughout the entire booth.
Design icon in the spotlight
On the other side of the booth, the fully electric smart #3 took center stage – a true design icon that has already received awards. We deliberately highlighted this unmistakable design and created a stage worthy of the vehicle. Abstract graphic patterns extended across walls and floor, giving the space its own visual dynamism. In this way, the smart #3 was elegantly showcased as a clear eye-catcher.
“Both the smart #3 and the brand-new smart #5 were showcased impressively. I particularly liked how the advantages of the #5 were made visible and tangible within the booth. That’s what strong trade fair presence looks like! Working with station3 is excellent and marked by true partnership. And, of course, the fun factor is never missing.”
Daniel Bremer, Area Sales Manager, smart Germany
Two vehicles, two worlds – one stage
The booth presents itself as an innovative double staging: two sides, two distinct worlds that seamlessly interact. On one side is the fully electric smart #3, where design takes center stage – graphic elements and carefully tuned details create a visual stage that showcases the smart #3 with elegance.
Meanwhile, the smart #5 marks its European premiere. A sophisticated setting with a thoughtfully crafted lighting design brings its features to life – above all highlighting the vehicle’s reduced charging time. The lighting accentuates the design language and captures visitors’ attention for the new premium SUV.
The result: a booth that not only stood out in the exhibition hall, but also attracted exceptional interest from the press and industry professionals.
A trade fair presence with magnetic appeal
Through a clear and unified concept, station3 ensures a coherent and striking brand presence for smart – from the architecture and visitor experience down to the smallest details.
The smart employees wore shirts that reflected and extended the booth’s visual concept. The flyers were also carefully designed: one side featured the smart #3, the other the smart #5. To match this, invited guests received a notebook that echoed the booth’s split design – with the smart #3 visual on the front and the smart #5 on the back.
The result was a cohesive brand experience that not only informed visitors but also resonated with them emotionally.
