Frankfurt/Beijing, 08 May 2024 – Together with the architects from SCAILAB in Stuttgart, Atelier Markgraph has once again realised a spectacular brand presentation for Mercedes-Benz at Auto China 2024 in Beijing.‍

From April the 25th to May the 4th, Mercedes-Benz presented its range of products and services on a booth area of approximately 1900 square metres. The focus of the stand was on the future topic of electromobility.

The focal point of the trade fair presentation was a 32-meter-wide LED display designed as a large double-leaf door. When open, it offered visitors a fascinating view of the Concept CLA Class with an immersive media show.

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‍Live experience: G-Class drove a 100 percent gradient uphill in reverse gear‍

Another highlight was the G-Mountain – a stimulated peak that served as a stage for the latest generation of the G-Class with EQ technology. The unique staging was inspired by the Schöckl mountain peak in Graz, Austria, where visitors can test the off-road capabilities of the G-Class for themselves at the G-Class Experience Center. At the trade fair in Beijing, visitors were able to experience live several times a day as part of a show how the G-Class conquered the G-Mountain with a 100 percent gradient, even in reverse gear.

The new G-Class Portal developed by Atelier Markgraph, a gesture-controlled digital application, enabled visitors to take a virtual test drive on the Schöckl, creating a link between reality and the digital world.

The Frankfurt agency Atelier Markgraph was once again responsible for the communication concept of the trade fair appearance, the staging of the media areas, the interactive exhibits and the graphic design.‍

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Credits

Client: Mercedes-Benz AG, Stuttgart

Architecture: SCAILAB Fiess Kruse Freie Architekten PartGmbB, Stuttgart

Communication, graphics, staging and exhibits:
Atelier Markgraph GmbH, Frankfurt am Main

Lighting: TLD Planungsgruppe GmbH, Esslingen

Documentation photos: Mercedes-Benz China