Gold, ADC Deutschland 2024
Bronze, ADC Deutschland 2024
Mercedes-Benz presented itself at the IAA MOBILITY2023 in Munich under the claim “Defining Class since 1886”. The presentation in the Apothekenhof combined various aspects: It fitted in perfectly with the surroundings of the location, enriched it with a temporary contribution to urban public life and offered visitors valuable information on the subject of electromobility.
Making the brand and the topic of electromobility visible and tangible under the special spatial conditions of the location.
A striking spatial staging with innovative dialogue formats and culturally relevant added value.
Concept, design, realisation, communication, curation
Under the claim “Defining Class since 1886”, the trade fair presentation focussed on the topic of electromobility. The bright red, accessible cube was a striking eye-catcher in the Apothekenhof courtyard of the Munich Residence. The entire range of electric vehicles was presented in the cube and on the surrounding square – freely accessible to visitors. The star of the brand presentation: the Concept CLA Class. This highlight was celebrated in the two-storey cube with an intensely immersive spatial staging. Sound, a kinetic light installation and the dynamically choreographed LED display merged to create a fascinating brand experience.
“A very special atmosphere was created in the Apothekenhof. An experience trail with new mobility offers, playful interactive elements ('The Portals') and revitalising refreshments. The centre piece: a pavilion with a vehicle, kinetics, light show and fascinating moving image composition. The surprisingly red overall ensemble was complemented by an evening concert series with urban soul jazz. A Different Class. Also a best-practice case for the collaborative interaction between Atelier Markgraph, jangled nerves, team x and our realisation partners.”
Stefan Weil
Managing CCO of Atelier Markgraph
Which charging solution is appropriate for my home? How can I find suitable charging stations when travelling? And what characterises the new electric models? Questions relating to electric driving were the main focus of the trade fair presentation. In response to this, there were numerous dialogue formats and information stations both in the cube and in the outdoor area.
In the exterior area, graphics played a central role. Both fulfilled several functions at the same time: They structured the space, served as carriers of content and also acted as initiators for the dialogue on the main theme of charging.
The advantages of electromobility were presented with innovative digital and interactive exhibits. The four "portals" utilised a new way of communicating topics. The body- and gesture-controlled exhibits enable knowledge to be communicated in a playful way. With the help of body movements, visitors were able to navigate intuitively through the application and immerse themselves three-dimensionally in the design, technology and sustainability world of Mercedes-Benz.
The international music programme entitled "SOUL & CLASS" in the Apothekenhof provided atmospheric highlights. The Matti Klein Soul Trio from Berlin thrilled the audience with laid-back instrumentals. The artist J. Lamotta from Tel Aviv fascinated the audience with a combination of soul and rhythm.
The brand presented itself exclusively to the B2B audience at the Summit trade fair centre in Munich. The trade fair appearance offered trade visitors a wide range of opportunities for dialogue and consultation, international specialist presentations and interactive exhibits.
