Even if the exhibition form is forecast a complete revision, nobody can get past the right questions and certainly not to the immersively experienced answers. Atelier Markgraph and Jangled Nerves have put their expertise entirely into the service of the Visitor Experience and thus a Mercedes-Benz experience created that space offers "Beyond the Car" for the topics. A paradigm shift, which the usual perspective and consistently focused on the wishes, interests and needs of visitors. At the IAA 2019, the visitors of Mercedes-Benz are not entering a traditional exhibition stand, but inspiring future scenarios Invite in interactive microcosms to explore tomorrow's mobility and try it out themselves. The attractive thing is that a greatly reduced number of vehicles puts a different dimension of experience in the center. The IAA dialogue platform was also considered the Me Convention, a holistically experienced "Pioneering the Future" hub. As in the future, the human-machine interfaces work and how individual mobility can become more sustainable, the holistic topic enclosure reflects. This goes hand in hand with socially relevant aspects like a more humane city if technological progress no longer needs the existing infrastructure or the question of whether the actual luxury is not "time". This spectrum is addressed in four immersive exhibition rooms, each with its own scenography and design language. As a dramaturgical whole, these scenarios form a built urban context on different levels, the facade of which results in the "Big Picture" at the end of the exhibition tour. -Annual company history shows how the premium brand has always found the right answer to urgent mobility issues. In the first subject area that is under the motto "intuitive", the desire for an intuitive, digital ecosystem is expressed. This is expressed spatially by a tense thread sculpture that alludes to the networking of the different transport systems and participants. The coconut -like atmosphere is shaped by an enclosed color -shifting ceiling sculpture, the illumination of which is influenced by the pulse of the visitors. The contrast program offers the "Excite" area, which explicitly calls for participation in gaming and motorsport activities. A formation of suspended balls transports the dynamics, this energy -driven attitude to life into the room. Derived from the gaming's world of experience, innovative entertainment formats combine seamlessly with the vehicles in the so-called in-car gaming, while two visitors surf a virtual Formula E racing course. As fictional district, the fourth exhibition space "Responsible" opens up in the higher Possible scenarios of urban mobility. An ensemble made of different-dimensioned LED areas draws attention to electromobility, intermodal traffic, as well as autonomous and cooperative driving. The mediation concept uses immersive storytelling- consisting of a diverse range of interaction and experience. With the help of entertaining guided tours, visitors not only penetrate complex relationships, but also enter city scenes in different time jumps. to be implemented ecologically. Change of perspective here too: The vehicles were shown in everyday situations, so -called "casual moments". The scenes- combinations of film and live performances- were staged as the series by Use Cases; Vehicles, features and technologies were of course part of the protagonists' everyday life. In staging, a new form of real-time communication was created, which fully does justice to the new product applications. The view beyond the staged synthesis of the previously experienced is aimed at a visionary brand that stands for its responsibility. Experience the fleet of plug-in hybrid vehicles. In addition, the product highlights and in particular the world premiere vehicles are presented in clearly designed branded areas, from Mercedes-Maybach to Mercedes-AMG, Mercedes-EQ and Smart to Mercedes-Benz.Was appears complex at first glance, forms from a didactic perspective A perfect triad consisting of forum, experience and convention. Mercedes-Benz has made it a central task to not only want to become a mobility service provider, but also to choose a customer approach that consciously leaves the usual paths Times with the South by Southwest (SXSW). From September 11th to 13th, 2019, a place of coming together and community learning will be created to shape the future. Ultimately, the mobility turnaround can only be achieved together, which presupposes that each individual rethinks their behavior. AG, Stuttgartarchitecture & AMP; Overall planning: Jangled Nerves, Stuttgart Communication & AMP; Staging: Atelier Markgraph, Frankfurt am Mainver Atelier Markgraphin Times of disruption and change, brands are challenged to communicate credibly across media borders and to create fascinating experiences that focus on people. Atelier Markgraph stands for rooms that communicate and incorporate it for communication. At the interface of digital and analog communication, interdisciplinary teams arise directly experienced corporate and cultural spaces that lead to understanding and demand and promote dialogue as well as promoting. In order to network brands and theme experiences across platforms, we rely on profound content and the latest technologies. The search for the new, the unknown, the visionary is the driving element of our design diversity and our penetration into ever new fields. About Jangled Nervesjangled Nerve is an interdisciplinary team that is on communication in the room and the combination of the physical world with the digital world specializes. The agency combines the competencies and services for strategic advice, conception and design with those of a planning office for museum design and exhibition architecture as well as the production for film, media and interaction. The media and space are understood in the design process as mutual influencing and inspiring components that are intended and developed as a whole. The goal: collective experiences that are remembered sustainably and enrich brands by a factor that is still undetected. The projects include museums, exhibitions, experience rooms, showrooms and trade fairs, realized for clients from culture, science and industry. Contact Press: Anina Stockeranina.stocker@jn.de phone: +49 711 550375-425www.jn.de That