F Aant Farm
Nicole Bucci
Luca Catrisano
Alessandro Di Folco
Giorgia Nanà Damato
Eleonora Sanna
Michela Scarpa
Federica Tudino
Attilio Imbrogno
Simone Mari
The AANT team took third place in the Mercedes-Benz Innovation Contest, an international competition that challenges academies and universities worldwide.
Goals:
Answering the question, “What will the customer experience be like within the dealerships in 2039?”
The Farm:
The AANT students selected from the three-year courses of Videomaking, Art Direction, and Interior Design tested themselves with a client of the calibre of Mercede-Benz.
From the briefing with the communication managers and international dealers to the final presentation, the Farm saw the team juggle tight deadlines and outputs that involved the knowledge acquired over the various three-year courses, from concept to execution.
The research phase on society and technology trends and hot topics occurred online and in the field through personal interviews with Mercedes-Benz retailers. Students were confronted with the impossibility of knowing how technology will change and what cars will look like in 2039. The answer they found is in the concept: “Why explain what you can feel”. A concept that translates into the idea of transforming the luxury automotive retail sector with an experiential approach, where customers have meaningful and personalised interactions with the brand. An idea that earned us third place in this prestigious international competition.
