The brand smart connects mobile lifestyle with ecological awareness, urbanity and creativity. It was the client's brief to present the smart for two as “the urban original”. The core competencies of brand and product should be translated into a sustainable exhibition concept for use at worldwide A-Fairs from 2008 to 2010.

The smart fortwo lives in the city. It has changed the face of cities and is recognized as a city icon. The shape of an architectural lane – the smart lane – has been chosen as metaphor for urbanity. The exhibition concept combines urban complexity and innovative technologies with joy of life and creativity. The smart lane reflects the cityscape as it creates portals and squares. The projection of communication content on these urban spaces reflects the emotional brand values and creates the room to experience these. smart mall and smart lounge transport further aspects of urban life.

The smart lane exhibition concept has had excellent feedback from Motorshow visitors, both trade visitors and general public. Despite the current financial crisis and declining sales in the automobile industry, smart has had excellent results in the past months.