Mercedes-Benz presented itself at the IAA MOBILITY 2025 in Munich under the theme ‘WELCOME HOME’ with a dual appearance. In the Apothekenhof courtyard of the Residenz, there was a walk-in sculpture inspired by the classic radiator grille, which combined design, light and space to create an immersive experience around the new all-electric GLC. A 360-degree experience with interactive stations, mixed reality elements and evening projections with music and light shows invited visitors to explore. The showcase area provided space for encounters, test drives and family activities. At the summit venue, Mercedes-Benz presented technical innovations, new vehicle features and interior designs – complemented by mixed reality experiences with Apple Vision Pro and a variety of dialogue formats.
‍

The challenge

The central challenge was to translate the core values of Mercedes-Benz – tradition, iconic design and technological innovation – into a coherent, emotional spatial experience. The aim was to combine physical and digital elements such as light, sound and interactive media in such a way that they both bring the history of the brand to life and convey its forward-looking approach.
‍
‍

Our approach

The staging focused on the spatial experience of ‘home’ – not the products themselves. Through clear architectural design, precise lighting and the integration of digital experiences, a place was created where brand values were not explained, but experienced. Thus, ‘WELCOME HOME’ became the leitmotif of a production that combined emotion and technology into a sensory experience.
‍

‍
Our skills

Concept development, design, implementation, communication, curation

Pressekit herunterladen

In social media

Awards:

The centrepiece of the presentation as a eye-catching, spatial element

Under the theme ‘WELCOME HOME’, Mercedes-Benz presented itself at the IAA MOBILITY 2025 in Munich with a dual appearance. In the Apothekenhof courtyard of the Munich Residenz, the inventor of the automobile invited visitors to experience the brand’s values up close: tradition, iconic design and innovative technologies for sustainable mobility. At the centre of the joint presentation, which was realised in collaboration with Atelier Markgraph, jangled nerves and team x real, was a walk-in sculpture – the centrepiece of the staging around the new all-electric GLC. Inspired by the iconic Mercedes-Benz radiator grille, the sculpture rose as a striking, space-defining element in the historic courtyard, transforming it into a fascinating brand stage. The linear structure of the building was developed from the motif of the grille at the front. The silver materiality represents the timeless values of the brand.

Eye-catching and experiential: a walk-in installation that combines design, light and space to create an immersive overall experience

As soon as visitors arrived, the monumental Big Picture at the entrance came into view and visually guided them towards the sculpture. At nightfall, the sculpture was illuminated by coloured light from a total of 265 LEDs, transforming the Apothekenhof into an atmospheric environment. The sculpture served as a central element that made the brand values spatially tangible and created a connection between product presentation and brand staging. It was not only an eye-catcher, but also an experiential space: a walk-in installation that combined design, light and space into an immersive overall experience.

‍

The 360-degree experience

Typographic floor statements on the four brand values – design, performance, comfort and safety – as well as the claim WELCOME HOME accompanied visitors on their way past historic, current and upcoming Mercedes-Benz models into the sculpture. Inside, a 360-degree experience room invited visitors to discover more information about the world premiere of the electric GLC, the Concept AMG GT XX and the electric CLA Shooting Brake. Interactive stations provided insights into technology and design philosophy, and a mixed reality experience offered deeper insights into the world of Mercedes-Benz and staged the world premiere of the new electric GLC in an impressive way. In the evening, music and visual projections transformed the 360-degree experience space into a club-like atmosphere. A DJ/VJ duo created the staging live, transforming the space into an interplay of sound and light.

Showcase area: space for encounters, experiences and discoveries

In the outdoor area, the Mercedes-Benz showcase area provided space for encounters, dialogue and discoveries. The sculptural concrete elements presented in-depth information on the highlight models and complemented the offering with interactive experiences and test drive opportunities. At the edge of the Apothekenhof courtyard, hospitality zones invited visitors to linger and offered a view of the iconic Big Picture. A children‘s obstacle course rounded off the experience and brought the idea of WELCOME HOME to life for the whole family.

Expert exchange and insights at the summit

At the exhibition centre in Munich, Mercedes-Benz once again presented itself exclusively to the B2B audience as part of the summit. The exhibition stand formed a built network: illuminated struts connected the wall elements and created an open spatial structure that divided the stand into three thematic areas. The focus was on the presentation of technical innovations. A mixed reality experience with Apple Vision Pro enabled visitors to interactively experience new vehicle functions, interior designs and other insights. In addition, the trade fair appearance offered the professional audience a wide range of opportunities for dialogue and professional exchange.