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The new potential of the IAA Mobility 2021

A new brand debut at the Odeonsplatz in Munich

Trade fair, urban intervention, event | strategy, communication, scenography, event, curation, exhibit design, software development, film | mobility | Mercedes-Benz

For the first time, Mercedes-Benz presented itself in public space at the IAA MOBILITY 21. Therefore, we designed a place of encounter that made a cultural contribution and was in dialog with the people of Munich as well as with the Odeonsplatz in terms of spatial staging.

The challenge

An experience-oriented brand presence with the themes of sustainability and electromobility in public spaces, targeting a B2C audience.

Our approach

Implementation of a brand experience with social relevance and a cultural contribution in the public space.



Skills

Conception, design, realization, communication, curation

Credits

Client: Mercdes-Benz AG

Architecture: jangled nerves, Stuttgart

Communication and overall production: Atelier Markgraph, Frankfurt am Main

Photo documentation: Andreas Keller, Altdorf; Kristof Lemp, Darmstadt

Drone photo: Copterbrothers, Stuttgart; jangled nerves, Stuttgart

For the first time, there was a presentation opportunity in public space during the IAA.

Thirteen vehicles from the electric fleet could be experienced up close in the Open Space. The brand experience went far beyond a mere product show – it was a presentation, cultural venue and place to stay all in one and made the brand's departure tangible.

“With Mercedes-Benz, we wanted to create a piece of true quality of life for the people of Munich. The result is a temporary place of urban culture that has been gratefully received and will be remembered by the people of Munich for a long time to come."

Martin Schwember, Creative Director

The upwardly folded city square blends harmoniously between the monumental Feldherrnhalle and the Theatinerkirche and allows the people of Munich to experience their Odeonsplatz in a whole new way.

Over a ground-level base, the platform, curved in the middle, rose on both sides and created two partial rooms underneath. All brands were presented there.

The platform itself formed a walkable, landscaped roof. The visitors’ tour began with a “park walk” at a height of five metres, reminiscent of the High Line in New York.

This way, people were able to discover the Odeonsplatz from a whole new perspective, on a viewing platform and promenade. In passing, the customer's sustainability goals were communicated on the “Green Lane”, partly playfully and with analogue exhibits. The brand space made an artistic and cultural contribution to the vibrant metropolis of Munich.

The brand space made an artistic and cultural contribution to the vibrant metropolis of Munich.

Janet Echelman's floating sculpture “Earthtime 1.26 Munich – presented by Mercedes-Benz” had a unique magnetism. It changed into an organic object depending on the wind direction and light irradiation – even beyond the period of the IAA. Echelman’s works depict the effects of natural events on the global ecosystem.

The “Artifical Soul” concert series curated by us presented itself as an audiovisual highlight.

From 8 pm onwards, the brand area was transformed into a stage backdrop. Lively and neo-classical sounds by Brandt Brauer Frick, Rival Consoles, Lisa Morgenstern, Stimming x Lambert and Hania Rani touched the visitors and created a unique and fascinating interplay with “Earthtime 1.26 Munich – presented by Mercedes-Benz”.

Credits

Client: Mercdes-Benz AG

Architecture: jangled nerves, Stuttgart

Communication and overall production: Atelier Markgraph, Frankfurt am Main

Photo documentation: Andreas Keller, Altdorf; Kristof Lemp, Darmstadt

Drone photo: Copterbrothers, Stuttgart; jangled nerves, Stuttgart