For the first time, Mercedes-Benz presented itself at the summit of the trade fair in Munich. As a built network, the open stand focused on the digital topics and services of the automotive brand in terms of content and space.
To illustrate the further development into a zero-emission future as well as the diverse digital offerings for the B2B target group.
Brand experience with a focus on digital topics in a proven trade fair context for trade fair visitors.
Conception, design, realisation, communication
In a familiar trade fair context, for the first time at the Munich location, the holistic digitalisation of the brand was staged in various themed rooms and linked with varied information offers.
"It doesn't make sense to simply play TV or product advertising films at a trade fair LED that were produced for other formats and then whiz past the visitors unseen. Films work best at the trade fair if they are understood as an emotional layer. Themes and current products tend to be told in large, focused, color-intensive images and animations that are not cut too quickly."
Head of Film Production
The exhibition stand itself formed a built network.Luminous bars connected the wall elements and thereby formed an open spatial structure that grouped the four thematic areas around a centre.
This pulsated like a heart in which several highlight vehicles and various digital and software themes were celebrated. The staging included light, film, music and media surfaces arranged in the space.
In-depth information was provided by the analogue and digital exhibits we designed on the topics of charging, propulsion and digital services. Explanatory presentations raised this information to an expert level.