2025

RIESE & MÜLLER

IAA MOBILITY 2025

At the Open Space of the IAA MOBILITY 2025 in Munich, Riese & Müller presented itself as a pioneer for post-fossil fuel individual mobility in urban areas and as an important partner of the e-bike community.

The challenge

To create a trade fair experience that conveys the social significance of the new mobility culture while celebrating the community as a key player.

Our approach

The trade fair appearance as a space for dialogue. The concept includes the presentation of product innovations for urban mobility, welcoming hospitality and community zones, as well as an interaction area.

Skills

Concept, communication, graphic design, architecture, set design, implementation

Pressekit herunterladen

In social media

Awards:

A NEW MOBILITY SPACE

‘Mobility Starts Here.’ Under this claim, premium e-bike manufacturer Riese & Müller presented how mobility, sustainability and liveable cities are interconnected. The trade fair presentation in Munich‘s Open Space showed that e-bikes offer an effective solution to the challenges faced in urban areas. As an energy-efficient, low-emission and space-saving alternative to cars, they reduce traffic volume, improve quality of life and pave the way for post-fossil fuel, individual mobility.

‘Through the brand spaces we create for Riese & Müller, we open up opportunities for dialogue and reflection on mobility – especially in relation to our own mobility behaviour. We want to invite people to become part of the change themselves, while at the same time showing how much joy and riding pleasure high-quality e-bikes can bring.’

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Prof. Lars Uwe Bleher
CCO from Atelier Markgraph

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A MEETING POINT FOR THE COMMUNITY

Riese & Müller‘s trade fair appearance focused on the community. Exchange, networking and interaction were therefore just as important as the presentation of innovative products. The ampersand from the brand name served as the leitmotif. It had an effect on two levels: as a communicative gesture, the symbol represented openness and hospitality, while as a scenographic element, it translated the community‘s solidarity into a tangible spatial experience. A large & installation at the back of the stand formed a striking visual anchor point. The & motif was carried through to other areas of the stand, creating a coherent visual identity – from the signage system and team clothing to the exclusive merchandise collection.

DISCOVERING URBAN MOBILITY INTERACTIVELY

At the Riese & Müller exhibition stand, visitors, including numerous children, became ‘New Mobility Explorers’. A large hidden object picture showing a lively city scene full of details and everyday situations related to cycling encouraged creative interaction. By colouring it in, they playfully discovered the advantages of environmentally friendly mobility. The demo area also invited visitors to explore. There, they were able to test ride Riese & Müller e-bikes and experience for themselves how much fun riding them is.

On social media

awards

TRADE FAIR PRESENCE | MOBILITY | ARCHITECTURE, EXHIBITS & KINETICS, GRAPHIC DESIGN, CONCEPTION & STRATEGY, EDITING & STORYTELLING, CURATION & SCENOGRAPHY

Credits

Architecture, design, scenography, exhibition design: Atelier Markgraph GmbH, Frankfurt am Main
Graphic production: Werbeart GmbH, Pliezhausen
Trade fair construction: Mac. brand spaces GmbH, Langenlonsheim; Jost Veranstaltungsservice GmbH, Bad Kreuznach
Documentation photos: Kristof Lemp, Darmstadt