Frankfurt, 26 October 2023: Atelier Markgraph, in cooperation with jangled nerves and team x, designed the IAA MOBILITY appearance for Mercedes-Benz AG. Under the motto "Defining Class since 1886", a surprisingly colorful staging and interactive elements around the future topic of electromobility inspired the visitors.

A bright red cube, accessible over two floors, formed the striking focal point in the Apothekenhof of the Munich Residenz. The entire range of the current and future portfolio of electric and electrified vehicles across all brands was presented.

Among them was a genuine world premiere: the Concept CLA Class. An impressive staging was created for this highlight. The entire interior of the two-storey cube celebrated the star of the brand presentation with an intensely immersive spatial staging.

With an emotional presentation of sound, spherical light sculpture and LEDs, the 12-minute show was one of the most popular social media motifs.

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Gesture-controlled exhibits impart knowledge

The aim of the entire presentation was to give visitors an understanding of the advantages of electric driving. In addition to extensive dialog offerings, there were also numerous opportunities to engage with the content digitally and interactively. The "Portals" developed by Atelier Markgraph, a new generation of body- and gesture-controlled exhibits that allow knowledge to be conveyed in a playful way, were also used. With the "Portals", visitors can intuitively navigate through the application using their body movements.‍

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B2B presence on the exhibition grounds

The second venue, also designed by Atelier Markgraph with jangled nerves and team x, was the presentation on the exhibition grounds, which was aimed exclusively at a specialist audience. Mercedes-Benz AG presented itself to the B2B audience with inviting opportunities for dialogue and consultation, top-class international expert presentations and interactive exhibits.

Throughout the trade fair, Mercedes-Benz offered events for all age groups. These included the evening program curated by Atelier Markgraph with live music by jazz pianist Matti Klein and Israeli artist J. Lamotta. Other highlights included special guided tours for children and the popular selfie spot with the big star.