The central features within the stunning Mercedes-Benz World building include four star brand attractions, designed specifically to stimulate a variety of senses and encourage lateral thinking for visitors. Aptly named Build, Solve, Watch and Play, the attractions were brought to life through a close working collaboration between DaimlerChrysler, Stage One and brand experience agency LIVE.
'Build' is a 3D simulator ride, which takes guests along the production line of a Mercedes-Benz CLK-Class. 'Solve' is an interactive problem-solving laboratory which allows them to tackle the challenges faced by the early pioneers. 'Watch' is a state-of-the-art cinema that starts guests off on their journey of discovery with an enlightening short film spanning 120 years of Mercedes-Benz innovations, and 'Play' is a Kids Zone crèche full of interactive and stimulating activities.
The design of the brand attractions very much focuses around maintaining a strong bond with the contemporary, stylish theme of the landmark building and mirrors the technical design style by other Mercedes-Benz World sites across the globe.
Peter O'Halloran, managing director of Mercedes-Benz World, said: "Our doors have only been opened to the public for two months but the initial reaction from our guests has been very positive. They seem to appreciate both the depth of the heritage on display and the interactive nature of the brand attractions."
(Lee Baldock)
