A dialogue platform with innovative experience formats places people at the centre of the IAA 2017 presentation of the mobility provider Mercedes-Benz.
To develop a brand presence that consistently reflects the change in the trade fair format.
An innovative dialogue and experience format that surpasses the boundaries of the trade fair and anticipates the brand communication of the future.
Design, communication
The Mercedes-Benz brand presentation at the IAA 2017 creates future-oriented interaction and dialogue formats that invite visitors to participate. Through an open three-storey architectural approach, space was created for decentralised communication to allow the visitor experience to expand over numerous levels. The various architectural playgrounds combine digital and physical worlds, giving visitors an interactive insight into the future of mobility.
The CASE City, a visionary urban street scene on the lower level, also features a first-hand experience of the future themes Connected, Autonomous, Shared & Services, Electric.
For the first time, visitors can post their experiences with the brand on the LEDs in real time. As a further highlight of live communication, the brand presentation turned into a stage for the me Convention, which took place over three days in cooperation with South by Southwest (SXSW) at the trade fair and at urban hotspots in Frankfurt.
A new feature is that the formats of brand presence and convention merge into a multidimensional dialogue platform that simultaneously transcends the boundaries of the trade fair.