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Mercedes-Benz : Driving Academy, Interactive Design Destination Retail, Experiential + Events

Green Room, the UK’s fastest growing retail design and digital practice, has been commissioned by Mercedes-Benz Driving Academy, to create a dedicated space within Mercedes-Benz World, the brand’s iconic experience centre and visitor attraction. The completed project features a range of interactive design and entertaining elements aimed at raising awareness of the pioneering driving school to the venue’s 300,000 annual visitors.
Mercedes-Benz : Driving Academy, Interactive Design Destination Retail, Experiential + EventsDestination Retail, Experiential + Events

Green Room, the UK’s fastest growing retail design and digital practice, has been commissioned by Mercedes-Benz Driving Academy, to create a dedicated space within Mercedes-Benz World, the brand’s iconic experience centre and visitor attraction. The completed project features a range of interactive design and entertaining elements aimed at raising awareness of the pioneering driving school to the venue’s 300,000 annual visitors.

  • Mercedes-Benz : Driving Academy, Interactive Design // Case Study Destination Retail, Experiential + EventsDestination Retail, Experiential + EventsDestination Retail, Experiential + Events

    The Mercedes-Benz Driving Academy is a pioneering driving school, operating from Mercedes-Benz World in Brooklands, Surrey and the Silverstone circuit in Northamptonshire as well as on the public roads across the South East and Midlands. The Driving Academy offers a new approach to driving tuition, from learning from 16 years old at the venues, to anyone over 17 passing their test on the roads.

    The Driving Academy uses interactive design to give visitors to the attraction a thorough insight into Mercedes-Benz Driving Academy’s unique philosophy on driver tuition.

    Green Room created an inviting and interactive design that told the whole Driving Academy story. Interaction has been actively encouraged through a series of play elements, each linked to with skills that are important in driving and provided via the Driving Academy, such as concentration and hand-eye coordination. 

    Visitors can also press icons on graphic steering wheels to trigger interactive AV content explaining the pioneering courses available, while iPads allow visitors to interact with additional content.

    The wall also features two fun games for visitors to try, each teaching valuable lessons taught via the Academy. A bespoke Batak system challenges users to strike a series of flashing lights in the shortest time possible all while being distracted by traffic noises, mobile phones and air blowers. The Batak system is a credible sports science tool for testing and improving reaction time, and results are quantifiable with meaningful comparisons, making the interaction sufficiently sophisticated to engage with all ages.

    A steady hand wire game, where the players have to navigate a hoop round a wire circuit without sounding an alarm, again while being bombarded with typical on the road distractions, teaches a similar message.

    Richard Ash, founder and chief executive of Green Room comments: “Mercedes-Benz World is a superb facility, with a vast array of things to do and catch the eye. Every design 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.”