2021 | Vehicle Staging | Mercedes-Benz | Shanghai
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Sustainable luxury set in scene –

Mercedes-Benz at Auto China 2021

2021 | Vehicle Staging | Mercedes-Benz | Shanghai

For a trade fair appearance at the Auto Shanghai, a holistic atmospheric staging of vehicles was created, spread across several media rooms.

 

The challenge

Despite different themes and individual exhibits, to create an overarching, impressive image that remains in the memory.

 

Our approach

A barcode-like LED installation spans the stand and serves as an atmospheric backdrop for the presentation of new vehicles and technologies.

 

Skills

Concept, content dramaturgy, exhibition design, graphics, exhibit design, media design, media staging, project management

 

Credits

Client: Mercedes-Benz AG

Architecture: SCAILAB Fries Kruse Freie Architekten, Stuttgart

Communication, staging and exhibits: Atelier Markgraph, Frankfurt am Main

Lighting: TLD Planungsgruppe GmbH, Esslingen

Documentation photos: Mercedes-Benz China

Photos AVTAR: © 2021 20th Century Studios

To create a great, impressive image and at the same time enable memorable experiences – these were the goals for the concept of Mercedes-Benz's appearance at Auto China 2021 in Shanghai.

A barcode-like LED installation arranged in a large arc runs along the entire booth and creates an impressive panorama. Like a membrane, the openings between the vertical surfaces allow glimpses into the vehicle worlds behind them.

“I am always fascinated by creating something surprisingly new out of something seemingly simple. For Shanghai, I transformed the design grid on which the star is based into a combination of linear and flat elements. In this way, an identity-creating visual and formal language was created in a subtle way, which creates a memorable brand presence in 2D as well as in 3D.”

Karim Sabano, Creative Director

One of these experiences is the staging of the AVTR show car and its futuristic themes.

Groups of visitors are led into a circular media space, where they are able to dive into different worlds, always accompanied by the car.

A second experience, in which visitors can immerse themselves, is dedicated to the theme of luxury with its luxurious-looking upper-class world for the brand's high-end models.

The barcode LED concept also leads to the novel structure of a decentralized stand: a spatial structure replaces the concept of amain stage, allowing visitors to constantly gain new impressions.

The main theme of the LED projection is the electrified S-Class, which had its digital world premiere shortly before the start of the trade show.

It is presented generously in a campaign film adapted for the LED constellation and dominates the space. Surrounded by thematic presentations of EQ technology and other electric vehicles, the EQS is at the center of the spatially staged message: “EQ only”!

Overall, the brand presents itself as the “most loved luxury brand“. The theme is reflected throughout the stand - from the ultra-luxurious vehicle world to the cinematic LED installation.

Credits

Client: Mercedes-Benz AG

Architecture: SCAILAB Fries Kruse Freie Architekten, Stuttgart

Communication, staging and exhibits: Atelier Markgraph, Frankfurt am Main

Lighting: TLD Planungsgruppe GmbH, Esslingen

Documentation photos: Mercedes-Benz China

Photos AVTAR: © 2021 20th Century Studios

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