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The new potential of the IAA MOBILITY 2021

Brand staging at the Summit in Munich

Trade Fair | Scenography, Communication, Exhibit Design, Software Development | Mobility | Mercedes-Benz

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.

The challenge

To illustrate the further development into a zero-emission future as well as the diverse digital offerings for the B2B target group.

Our approach

Brand experience with a focus on digital topics in a proven trade fair context for trade fair visitors.



Skills

Conception, design, realisation, communication

Credits

Client: Mercedes-Benz AG, Stuttgart

Architecture: jangled nerves, Stuttgart

Communication and overall staging: Atelier Markgraph, Frankfurt am Main

Fotodokumentation: Andreas Keller, Altdorf, Kristof Lemp, Darmstadt

Deep dive and communication at the highest level were possible at the Summit with multiple dialogue formats.

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."

Peter Eberhard
Head of Film Production

The symbolic grid architecture divided the content into four communication spaces and theme worlds.

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.

Various presentations and communication formats made the digital world and digital services tangible.

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.

Credits

Client: Mercedes-Benz AG, Stuttgart

Architecture: jangled nerves, Stuttgart

Communication and overall staging: Atelier Markgraph, Frankfurt am Main

Fotodokumentation: Andreas Keller, Altdorf, Kristof Lemp, Darmstadt

Awards

References