Merckx-Ickx was an interactive exhibition about two Belgian sports icons, aimed at a broad audience of young and old. The expo brought together the rich careers of Eddy Merckx and Jacky Ickx, combining nostalgia with a modern, interactive experience.
The graphic design worked closely with the scenography: white as a base, Molteni orange for Merckx, and silver-blue for Ickx, complemented by typography with a nostalgic touch. Speed was central: a dynamic horizontal slatted wall served as a graphic timeline, seamlessly integrating objects, photos, text, and moving images. 2D and 3D elements merged, making the space appear visually larger and presenting the objects in a fresh context.
In addition to the timeline, there were themed setups such as a pit stop, a fan café, Milan–San Remo, mountain stages, and the 24 Hours of Le Mans. Film montages, interactive hands-on installations, and specially composed music by Goose made the expo appealing to younger visitors. For example, visitors could cycle against Eddy Merckx, create a radio report, play a quiz, or experience an interactive Le Mans simulation.
The communication campaign began with a spectacular trailer in which Merckx challenged Ickx, riding a historic bicycle against a classic Ferrari—a perfect teaser combining history, sport, and interaction.
This exhibition was realized in collaboration with Hannibal.
06.12.2014 - 21.06.2015
Production: Atento, Ocular, Printville
