Frankfurt, 26 May 2025 – a double success for Atelier Markgraph: two submissions were honoured at this year‘s Art Directors Club (ADC) competition. The EUROBIKE presentation for Riese & Müller was awarded a silver nail and the interactive ‘Pit Stop‘ experience at the Mercedes-Benz Museum with a bronze nail and a merit award.

The most important creative awards were presented on 22 May in Hamburg during the ADC Festival 2025. The jurors from the 27 specialist juries assessed around 8,000 submissions in their seven specialist areas.

Silver for Riese & Müller‘s appearance at EUROBIKE 2024

The trade fair appearance of the premium e-bike manufacturer Riese & Müller at the EUROBIKE 2024 in Frankfurt am Main was awarded a silver ADC nail in the category CONCEPT/ Spatial Experiences / Trade Show Appearance. Under the theme ‘New Mobility Spaces’, Atelier Markgraph realised a striking brand identity for Riese & Müller, with which the company presented itself as a pioneer of post-fossil mobility.

At the bike trade fair, the central idea of using a petrol station as a scenographic symbol for the possibilities of new mobility was surprising. This approach also opened up space for dialogue and exchange. The trade fair presentation encouraged reflection and motivated visitors to be part of the mobility of the future themselves.

Yvonne Gerster, Creative Director Atelier Markgraph: ‘The intensive examination of the mobility of the future has motivated us to rethink and further develop existing patterns. The petrol station provides a surprising impulse for how existing spaces can be revitalised. It creates a place that offers the community impressive product experiences and at the same time space for relaxed dialogue.’

Bronze and a merit award for the ‘Pit Stop’ experience at the Mercedes-Benz Museum

The co-submission between merz merz Architekten and Atelier Markgraph for the ‘Pit Stop’ experience at the Mercedes-Benz Museum in Stuttgart scored highly in two categories. The project received a bronze nail in the category CONCEPT / Spatial Experiences / Exhbition for Brand and was honoured with an merit award in the category CRAFT / Craft for Spatial Experiences / Audience participation.

‘Pit Stop’ in the MythRoom 7 of the Mercedes-Benz Museum opens up a completely new, interactive dimension of the Formula 1 experience for visitors. Atelier Markgraph lets visitors slip into the positions of team members in the pit lane, on the pit wall or in training. The experience combines edutainment, gamification and data-based evaluation to create a format that redefines brand communication: not explaining, but experiencing.

Stefan Pach, Creative Director at Atelier Markgraph: ‘Educational work in museums is no longer limited to the passive viewing of objects. When visitors understand and experience things, they become enthusiastic in the long term and develop a lasting understanding. And it‘s not just for children, by the way. On the contrary: all age groups are highly motivated to achieve the highest scores.

Photos Riese & Müller EUROBIKE 2024: Kristof Lemp, Darmstadt

Photos ‘Pit Stop’ at the Mercedes-Benz Museum: Kai Loges / die arge lola, Stuttgart

CREDITS

Riese & Müller EUROBIKE 2024

Client: Riese & Müller GmbH, Mühltal

Exhibition stand construction and graphic production: mac. brand spaces GmbH, Langenlonsheim

Photo documentation: Kristof Lemp, Darmstadt

‘Pit stop’ at the Mercedes-Benz Museum

Client: Mercedes-Benz Heritage GmbH, Stuttgart

Concept, staging, design, realisation: Atelier Markgraph GmbH, Frankfurt am Main

Overall artistic direction: merz merz gmbh & co. kg, Stuttgart

Construction: Raumtechnik Messebau & Event Services GmbH, Ostfildern

Exhibit construction: Expotec Pro GmbH, Mainz

Software: Atelier Markgraph GmbH, Frankfurt amMain

Graphic production: Eicher Werkstätten GmbH & Co. KG, Kernen im Remstal

Documentation photos: Kai Loges / die arge lola, Stuttgart

Formula 1 film footage: Mercedes-Benz Group, Stuttgart

‍

‍