Back to project overview

A dialogue platform for Mercedes-Benz at the IAA 2017

2017 | BRAND EXPERIENCE | MERCEDES-BENZ | IAA | FAIR FRANKFURT

A dialogue platform with innovative experience formats places people at the centre of the IAA 2017 presentation of the mobility provider Mercedes-Benz. 

The challenge

To develop a brand presence that consistently reflects the change in the trade fair format. 

Our approach 

An innovative dialogue and experience format that surpasses the boundaries of the trade fair and anticipates the brand communication of the future. 

Skills

Design, communication

Credits

Client: Daimler AG, Stuttgart

Architecture: jangled nerves, Stuttgart

Communication: Atelier Markgraph, Frankfurt am Main

me Convention: Liganova . The BrandRetail Company, Stuttgart

Documentary photos: Kristof Lemp, Darmstadt; Markus Nass, Berlin; Holger Talinski, Berlin

NOT ONLY MOBILITY IS IN A CONSTANT STATE OF CHANGE, BUT ALSO THE CHARACTER OF THE TRADE FAIR ITSELF IS SUBJECT TO RADICAL CHANGE.

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 FABLAB ENABLES THE TESTING OF INNOVATIVE TECHNOLOGIES AND START-UP WORKING METHODS, WHILE THE INSIGHT STAGE INVITES TO ME FUTURE TALKS. 

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.

THE MULTIDIMENSIONAL KINETIC LED INSTALLATION URBAN STAGE EXPANDS THE PHYSICAL SPACE WITH CHANGING THEMATIC WORLDS.

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. 

Credits

Client: Daimler AG, Stuttgart

Architecture: jangled nerves, Stuttgart

Communication: Atelier Markgraph, Frankfurt am Main

me Convention: Liganova . The BrandRetail Company, Stuttgart

Documentary photos: Kristof Lemp, Darmstadt; Markus Nass, Berlin; Holger Talinski, Berlin

Awards

Gold, ADC Deutschland 2018

Silver, ADC Deutschland 2018

Winner, German Design Award 2019

Silver, ADC Deutschland 2018

Bronze, BrandEx Award 2019

Winner, Red Dot Award 2018  

References