smart Drives IAA Mobility ’25 Forward in Munich
smart tasked us with ideating, designing, producing, and executing a multi-day brand activation that transformed the traditional auto-show booth into a cultural hub. Running September 9–14 at IAA Mobility’s Open Space in Munich, the activation became a vibrant destination with a full slate of daily programming and themed evening events.
By going beyond the vehicles with coffee, art, music, and fitness, we helped our client, smart, foster a welcoming community around the culture of future mobility.
| Client: | smart Europe GmbH |
| Agency: | Optimist Inc. |
| Role: | Creative Direction, Art Direction, Graphic Design |
From Concept to Execution
The smart × Keith Haring Edition debuted at the Art Studio at IAA Mobility
Guests immersed themselves in the Art Studio, creating personalized hang tags for their smart cars with stickers, stamps, coloring tools, and other hands-on methods.
