Press release: ADC Awards for IAA Production by Mercedes-Benz


Stuttgart / Frankfurt am Main, April 25, 2016-The appearance of Mercedes-Benz at IAA 2015 won five ADC Awards. The most important German creative prices were awarded in Hamburg on Friday at the ADC Festival. The work is not only one of the largest, most complex and most noted of its kind, according to the jury justification, it also "once more set the yardstick for holistic branded experience rooms in dizzying height." the category "Communication in the room: trade fair appearance" to Atelier Markgraph, Frankfurt am Main and Jangled Nerves, Stuttgart, who jointly realized the project. The use of SpiderCam and augmented reality in the digital stage presentation was awarded twice. Here there was a golden ADC nail in the "Communication in the Craft" Communication in the Craft area "and in the" Event Craft "category. With gold and an award also in the craft categories, the analog digital stages set-up also received two prizes. The staging "Mercedes-Benz Live!" This made it with a total of four nails and an award in second place on the most successful campaigns. For eleven days, the two creative offices had transformed the dome construction of the Frankfurt Festhalle into a lively stage space for the topics of digitization and design- Topics that currently determine automotive development. Three exhibition levels with over 9,000 square meters enclosed the open central area. Already during the ascent at a height of 13 meters, the visitor offered the visitor's first insights into the various themed rooms of the three exhibition levels and the live show in the center. The apparently weightless Silver Flow, a silver, spacious slat sculpture, went seamlessly into the digital media area of ​​the stage. The stage staging made it clear how automobiles go online in the data space, as you can see in sensor fields, adapt to the wind and in real worlds Master obstacles. A Spidercam generated an immediately noticeable live atmosphere. The live images she created were supplemented with augmented reality. A kinetic LED slat curtain, which integrated into the overall choreography, gave a view of the current product portfolio, which was waiting for its stage on its stage. Show. ”The appearance is a unique spatial staging from the big gesture, the stage as a huge giant shelf, right up to the smallest media-played surface:“ action, product and information are playful, spatial and dramaturgical-didactic using augmented reality elements connected. The visitor itself becomes part of a cross-spatial and media overall staging that will probably set standards in the future! ”The prices have already been awarded for the 52nd time as part of the ADC Festival. The Art Directors Club for Germany e.V. awarded its nails in gold, silver and bronze the best ideas of creative communication every year. In 2016 alone, more than 7,000 projects were submitted and evaluated on April 20 and 21 of 378 jurors. and media design: Atelier Markgraph, Frankfurt am Main light design: TLD planning group, Esslingen application planning: Forml, Radolfzellmessebau: Display International, Würselenshow Design: Atelier Markgraph, Frankfurt am Main with Monomango, BerlinReal-Time Tracking (Show): SpiderCam, Feistritz in the Rosental concept, planning, planning, Realization Real-Time Contents (Show): Atelier Markgraph, Frankfurt am Mainpartner Technical Development and Design Real-Time Contents (Show): NSYNC, Berlinatelier Markgraph GmbHatelier Markgraph is one of the leading agencies of the staging of communication in the room. The interdisciplinary design and planning office from Frankfurt am Main makes companies, brands and topics tangible in the spatial context. In the area of ​​tension between business, culture and science, the integration of the latest technologies creates surprising spatial productions: from exhibitions to media productions to corporate architecture.jangled nerves GmbHjangled nerves designed and has been producing communication solutions at the interface between the media and space since 1998. The interdisciplinary team based in Stuttgart Bad Cannstatt bundles the areas of conception, architecture, media, production and editorial team under one roof. Customers include companies and institutions from business and culture. The portfolio extends from museums and exhibitions to showrooms and measure.

About Atelier Markgraph

Atelier Markgraph GmbH is an internationally active agency for planning, design and design services based in Frankfurt am Main. The company was founded in 1986 as an “agency for spatial communication” on Markgrafenstraße in Frankfurt am Main. Atelier Markgraph supports its clients from culture, business and science in creating immersive experiences.

In an open format, an interdisciplinary team of almost 75 people translates key topics and brand messages into tangible scenographies and spatial narratives that encourage discussion and dialogue.

Since the generational change in 2017, Lars Uwe Bleher, Tom Schubert and Stefan Weil have formed the management trio, which was expanded in 2023 by a management level consisting of Sebastian Bausch, Christoph Diederichs, Antonia Eisert, Sarah Rossbach and Jennifer Ussner.

Press contact Atelier Markgraph

Tina Schneyer
Fon: +49 69 97993 – 0
Mobil: +49 151 177 464 38

Atelier Markgraph GmbH
Mainzer Landstraße 193
60326 Frankfurt
Managing Directors: Lars Uwe Bleher, Tom Schubert, Stefan Weil

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