It's showtime! Opel at the IAA.
From A for Ampera to Z for Zafira: there is plenty to see at the International Motor Show (IAA) in Frankfurt.
Since March they have been designing platforms and facades, shooting movies and creating gardens that will scale the walls. Does this sound like groundwork for a massive pop concert or a show in Las Vegas? Well, that’s not far off: the Lehle Design team in Schornsheim and the Brandscape Agency’s communications experts in Wiesbaden have been designing Opel’s exhibition area at the International Motor Show.
Architect Gisbert Lehle and his team have created ecoFLEX, OPC and even Project Earth discovery zones. In the centre of the Opel exhibition area there is a two-storey building that the architects have been calling “the Boomerang”. “Its dynamic wing shape evokes the sculptured design of a car, and the Astra GTC in particular,” explains Lehle. “The Boomerang” contains platforms, bars, offices, technology centres and even a kitchen.
As it was crucial that all facades, surfaces, steps and walls perfectly complemented each other and exuded high quality, the team examined countless materials before making their final selection. Now, even describing the flooring gets Gisbert Lehle excited: “The relief is non-reflective and the structure of the anthracite coloured surface is reminiscent of hessian cloth. It contains small metal splinters that create a real contrast.”
Every design decision was of course made in close collaboration with Opel – in fact, Gisbert Lehle has made the 35 kilometre journey between his studio and Rüsselsheim over 100 times in the last six months. The architects also remained in constant contact with the communications experts at Brandscape. As a result, visitors to the Astra GTC discovery zone will be able to take part in a virtual race, appear on film at “Zafira Island”, and get a breath of fresh air at the vertical Ampera Garden.
In August, a ceiling frame was erected to support the lighting in the exhibition hall. Complete construction is taking place from 1 – 12 September, with the team working on three shifts around the clock to put the exhibition area together. Although the head architect did not always have to be present, he worked many long days to make sure that everything was perfect. “It didn’t bother me at all,” says Gisbert Lehle, “actually, I had great fun.”
The IAA International Motor Show 2011 – Facts and Figures
World premieres: Zafira Tourer, Astra GTC, Combo
German market focus: German premiere of the Ampera, of ecoFLEX technology and of OPC models.
Important dates: press days take place on the 13 and 14 September, official visitor days run from 15 – 25 September.
Hall 4: The Ampera and Hydrogen4 will be presented at this stand, the Electromobility Hall. Two Amperas will be available to test drive.
In Hall 10, there will be a selection of 24 vehicles for visitors to test drive.
Opel has selected two Opel Antaras for the off-road course.
The Events team has invested six months into planning this International Motor Show presentation.
135 co-workers are responsible for putting the exhibition area together between 1 – 13 September.
200 co-workers are responsible for looking after guests, 100 are acting as Hosts/Hostesses.
3,189 is the total number of square metres that the Opel exhibition area will cover.
