The focus of the trade fair exhibition of Mercedes-Benz at the 84th International Auto-Salon in Geneva is the world premiere of the new S-Class Coupé and the new V-Class as well as the European premiere of the new C-Class. All models feature a new design and are fitted with the latest generation of driving assistance systems.

On more than 3,800 square metres the focal topics are translated into a spatial brand experience. The so-called “brand ribbon” with its distinctive, polygonal silver surfaces catches the eye from a distance. In contrast to previous trade fairs, it is only represented digitally this time, on an LED surface with more than 7 million pixels. The screen is as wide as the trade fair stand and opens up like a triptych, inviting visitors to the themed room behind.

The animated movements of the brand ribbon form the visual frame for the image films, which were produced especially for the world premiere. The image films pick up on the special features of the new cars and stage the matching campaign worlds as fascinating and dynamic pictorial worlds. The lighting scheme matches the videos and the ambient sound and lends the entire trade fair stand an enjoyable and impressive atmosphere.

All communication topics such as Intelligent Drive, Command Online, Blue Efficiency and the topics Shop and Designo are united on a large display, which also presents various exhibits and serves as a mount for the backlit graphic walls. In addition to the central exhibition space with highlights, world premieres and range of cars, there is also a back office area and a café. All function rooms are accommodated in the back in a two-storey structure.

There are a total of 33 Mercedes-Benz vehicles at the stand, arranged according to priority, relevance and vehicle class.