Green Room Retail Designs Interactive Experience for Mercedes-Benz World

Birmingham, United Kingdom (17th February 2012) – Green Room Retail, leading providers of retail solutions, including retail design, point-of-purchase, and flagship store design, has been appointed by Mercedes-Benz to create and install an interactive experience centre for its Smart brand at Mercedes-Benz World.

The Smart World centre, which opened on the 20th December, will showcase Smart to visitors at the popular Brooklands site, providing an insight to the brand’s fun, playful, innovative, bold and individual attributes through a combination of interactive experiences, static displays and multi-media content.

Smart World gives the Smart brand a greater prominence within the Mercedes-Benz world, acting as a sales floor and promotional space for building brand affection. The space has been designed to create a point of interest as visitors enter, driving footfall and engagement. Interactive components provide a fun and interactive experience for visitors of all ages, creating an encounter that leaves visitors with an on-brand and impactful memory of their visit.

An iconic central digital graffiti board allows visitors to design their own Smart car using an innovative digital spray can. Budding designers can then share their designs with the digital world – or if they’re particularly keen, even order their unique creation via the Smart Brabus customisation programme. In-car rear projection and digital devices including iPads and LCD screens provide points of interaction with the Smart website and social media feeds. The unconventional triangular space is softened through the use of elevated plinths, wall panels and a diverse palate of materials and finishes. Window vinyls echo the overall theme while providing the seated break out area some privacy from passing traffic.

Claire Tracy, Smart operations manager, commented: “Green Room has successfully transformed an awkward and previously under-utilised space at Mercedes-Benz World into an immersive and entirely appropriate brand experience. The team has been imaginative and creative in its approach to the project and has implemented technology effectively to integrate our online community with the physical experience. It’s a great job.”

For more information on Green Room Retail and their retail designs, visit their website at or telephone 0121 200 2828.

About Green Room Retail:

Opening its doors back in 2001, Green Room Retail (GRR) was born out of MD Richard Ash’s love of retail. Having spent 15 years working with some of the most successful brands in the world, Richard’s vision was simple – to offer clients exceptional creativity and service at a fair price. The company continues to go from strength to strength, with leading brands from around the world trusting Green Room Retail to deliver them unexpected retail solutions. GRR recently extended their Birmingham offices and also, a short while ago, collaborated on BBC 2’s leading retail design programme ‘Mary Queen of Shops’ with Mary Portas.


Richard Ash
Green Room Retail

Suite 304

Fort Dunlop

Fort Parkway


B24 9FD

Tel: 0121 200 2828


Media contact:
Jeremy Merckel at WAA
0121 362 1637 / 07966 135671


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