Sculptural brand architecture in urban spaces
For IAA Mobility 2025, Mercedes-Benz is transforming the Apothekenhof courtyard of the Munich Residenz into an immersive brand world. Precisely orchestrated dramaturgy combines historical architecture with contemporary brand architecture.
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Mercedes-Benz's appearance at IAA Mobility 2025 is intended as a spatial interpretation of the iconic radiator grille—it inspires the sculptural architecture in the Apothekenhof courtyard of the Munich Residenz. An open system of light, form, and spatial guidance translates the installation into an experience that charges the historic location with contemporary design language. The result is an atmospheric stage for a holistic experience of the diverse brand worlds of Mercedes-Benz.
A central visitor path guides visitors through the experience and continuously draws their attention to curated vehicle highlights. The staging is never intended to be a one-dimensional presentation – it is always an immersive experience that allows visitors to experience the Mercedes-Benz brand spatially. Inside, a 360° environment of light, interaction, and scenographic sequences unfolds. Media surfaces, a clear architectural design language, and the new brand feeling under the motto WELCOME HOME form a narrative choreography in which space, technology, and design intertwine.
Hospitality areas in the Apothekenhof expand the spatial narrative to include social and interactive levels. The result is a narrative-focused interpretation of modern brand architecture for Mercedes-Benz—clear, sensual, and precisely staged. A place that not only presents the brand, but also invites visitors to linger and creates a lasting resonance.
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