Visitor experience:

Beyond the Car – the Future of Mobility

2019 | VISITOR EXPERIENCE | MERCEDES-BENZ | IAA | FAIR FRANKFURT

The visitor experience for Mercedes-Benz at the IAA 2019 in Frankfurt demonstrates the consistent development of the dialogue platform.

The challenge

Staging a brand presentation for the inventor of the automobile that shifts the wishes and needs of the visitors into the foreground.

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Our approach

A consistent communication strategy and architecture that focuses on the ecological, social and technological issues of tomorrow’s mobility.

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Skills

Communication, staging

Credits

Client: Daimler AG, Stuttgart

Architecture & overall planning: jangled nerves, Stuttgart

Communication & staging: Atelier Markgraph, Frankfurt am Main

me Convention: Liganova . The BrandRetail Company, Stuttgart

Documentation photos: Andreas Keller, Altdorf / Kristof Lemp, Darmstadt

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VISITORS OF THE MERCEDES-BENZ EXPERIENCE AT THE IAA 2019 DO NOT ENTER A TRADITIONAL EXHIBITION STAND, BUT FUTURE SCENARIOS.

A paradigm shift that reverses the conventional perspective and focuses on the wishes of the target group: The overall exhibition results in a participatory visitor experience, which allows the mobility of tomorrow to be explored in four interactive environments. Questions about social aspects of a more humane city, how human-machine interfaces will function in the future or how the individual mobility of tomorrow can become more sustainable reflect the immersive thematic approach.

THE “INTUITIVE” ENVIRONMENT EXPRESSES THE DESIRE FOR AN INTUITIVE, DIGITAL ECOSYSTEM.

Spatially, this is expressed by a taut thread sculpture that represents the networking of the various traffic systems. The second area of experience, “Energize”, deals with the necessity of deceleration. The cocoon-like atmosphere is characterised by a surrounding ceiling sculpture in changing colours, whose illumination is influenced by the visitors’ pulse beat. “Excite” invites visitors to experience gaming possibilities and motor sports: a formation of floating spheres transports the dynamics of this energy-driven lifestyle into the room. Innovative entertainment formats connect with the vehicles in in-car gaming, while visitors surf along a virtual Formula E race course, bringing the excitement of Formula E into the exhibition.

AS A FICTITIOUS CITY DISTRICT, “RESPONSIBLE” REVEALS SCENARIOS OF URBAN MOBILITY.

LED surfaces of various sizes draw attention to electromobility, intermodal traffic and autonomous driving. The immersive storytelling draws on a wide range of interaction and experience options:
With guided tours, visitors can immerse themselves in urban scenes at different times. The narration culminates in the “Big Picture”, a large-scale media installation, also prompting a change of perspectives. The show vehicles are presented in everyday situations, so-called “Casual Moments”. These combinations of film and live performances create a new form of real-time communication that compliments the new use cases.

THE ADJOINING FORUM INVITES THE VISITORS TO DISCOVER THE MAIN TOPICS OF THE EXPERIENCE ON THE BASIS OF ELECTRIFIED AND PLUG-IN HYBRID VEHICLES.

In addition, the highlights and in particular the world premiere vehicles are presented in clearly arranged brand areas, from Mercedes-Maybach to Mercedes-AMG, Mercedes-EQ and smart to Mercedes-Benz. Experience, forum and convention thus form a didactic triad. Under the motto “start making where others stop talking”, Mercedes-Benz is cooperating with South by Southwest (SXSW) for the third time in order to focus not only on discourse, but also on learning and designing together.

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