C-Tent

Temporary Structure For Launch Event

Type: commission work
Date:  2011. June
Location: Seoul, Korea
Site Area : 3,500.00sqm
Use :  Tent Structure
Program : Exhibition and Stage


Mercedes Benz Korea chose to launch the opening of their new “C-Class” in Seoul with a celebratory event. The event introduces visitors to New Brand strength with the most poignant values it has: its luxurious style, its handcrafted aesthetics, and its future. Moreover, for outdoor launching event, the pavilion must be capable of containing the stage/projected exhibition area/ back of house for equipment, as well as the area for audience. Considering all the limitation, simple “C” shape not only can take requested function (gathering space/possible area for projection area/protected (back)stage, etc) but also can represent their Brand with tilted roof angle, in order to reveal in bird eye view and eye level. With tilted roof, diagonal alignment for door/ curtain/edge and “C” Shaped designed every furniture(bar table, bench, car display) create the unified atmosphere of the
Brand value. The Pavilion (41m(W)X45m(L)X11.5m(H)) was structured with white matt tensile fabric on the web-steel (prefabricated) structure. In order to minimize the cost for structural component and the time for construction/fabrication, the design was taken existing pre-fabricated structure properties (radius/ length/depth) in the market.

Credit List
Client : Mercedes-Benz Korea   ///   PM : HS Ad   ///  Planning : CODREA
Production : Ark & Pancom  ///  Fabrication : Ajoo Rental   ///   Visual Media: Binder-A
Stage Consultant : CLSD   ///   Acoustic : ArtMIX   ///   Lighting : Total Lighting
Layer : SCANFOLD ///   Equipment : IM Tech.   ///   Special effect : Art Los
Filming : Panorama   ///   Exhibition : Eternity


C-TENT from Minsoo Lee on Vimeo.

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