Retail design and digital practice Green Room has won a contract to help improve driver tuition at Mercedes-Benz World - the car giant's experience centre and visitor attraction.

The Fort Dunlop-based firm has been commissioned by Mercedes-Benz Driving Academy, to create a dedicated space at the attraction which features a range of interactive and entertaining elements aimed at raising awareness of the pioneering driving school to the venue's 300,000 annual visitors.

The space, which launched on November 15, gives visitors to the attraction a thorough insight into Mercedes-Benz Driving Academy's unique philosophy on driver tuition.

The Mercedes-Benz Driving Academy is a pioneering driving school, operating from Mercedes-Benz World in Brooklands, Surrey and the Silverstone circuit in Northamptonshire as well as on the public roads across the South East and Midlands.

The Driving Academy offers a new approach to driving tuition, from learning from 16 years old at the venues, to anyone over 17 passing their test on the roads.

Green Room has created an area that tells the Driving Academy story with interactive play elements, each linked to with skills that are important in driving and provided via the Driving Academy, such as concentration and hand-eye coordination.

The scheme is constructed around an extensive feature wall, featuring colourful, interchangeable graphics and digital media. Visitors can also press icons on the graphic steering wheels to trigger AV content explaining the pioneering courses available, while iPads allow visitors to interact with additional content.

It also features a bespoke Batak system which challenges users to strike a series of flashing lights in the shortest time possible all while being distracted by traffic noises, mobile phones and air blowers and a steady hand wire game, where the players have to navigate a hoop round a wire circuit without sounding an alarm.

Richard Ash, founder and chief executive of Green Room said: "Mercedes-Benz World is a superb facility, with a vast array of things to do and catch the eye.

"Every feature has to work hard for attention and Driving Academy is no different. The interactive nature of our design is sure to draw people in, and hold them, all while imparting valuable messages and a call to action."