Frankfurt, 13 February 2025: Atelier Markgraph has developed a new concept for press events in collaboration with Mercedes-Benz that enhances traditional presentations with interactive mixed reality experiences. At an event at the Mercedes-Benz plant in Sindelfingen held last year, international journalists were able to experience the latest electric and hybrid drivetrain technologies in an innovative way – the highlight of the presentation was an immersive Apple Vision Pro experience.

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Experiencing technology instead of just seeing it

The aim of the event was to go beyond conventional forms of presentation and convey complex content in a vivid way. Three interactive tools focus on the direct involvement of the users:

• Apple Vision Pro Experience: A mixed reality experience with intuitive gesture control enables a detailed exploration of the new drivetrain technology and thus provides a completely new perspective on complex content. Playful elements – such as a hovering hummingbird that lands on the participants’ fingers –provide surprising moments and an emotional experience.
• Interactive 3D application: Specially developed 3D software showed technical details of the battery in real time and integrated them seamlessly into a PowerPoint presentation.
• iPad AR-Experience: Using augmented reality, a physical model of the hybrid drivetrain was supplemented with additional digital information, making invisible processes visible.

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New benchmark for knowledge transfer

The innovative concept from Atelier Markgraph and Mercedes-Benz shows how mixed reality technologies can be used to make complex technical content more tangible and inspire a specialised audience. The combination of different interactive formats opens up new possibilities for knowledge transfer and the communication of content.

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Documentation photos: Copyright Mercedes-Benz Group ‍

Video: Atelier Markgraph