IAA motorshow – Opel exhibition booth


At IAA 2017 the agency VITAMIN E (Hamburg) has proposed an artistic and lively interpretation of the theme „urbanity meets adventure“ with its new Opel stand.
As with their first appearance for Opel at the 2016 Paris Motor Show, VITAMIN E’s goal was to turn the classic motor show into a brand owned platform with a friendly, authentic and very close brand experience that gives visitors the opportunity to experience the Opel brand in a special way.
In Frankfurt on a total of 3,300 square metres, the experts realised a collage-like urban setting for spatial communication, combining modern façade elements in concrete look with classical architecture and vertical gardens. Always in the spotlight: The world premiere of the new Opel SUV „Grandland X“ embedded in X-Ville, an installation offering far more than just a platform for the new innovative compact SUV.

Concept and design by VITAMIN E