Detroit Auto Show 2014  

Trade Fair Appearance Mercedes-Benz

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Detroit Auto Show 2014

Trade Fair Appearance Mercedes-Benz

At the North American International Auto Show 2014 in Detroit, Mercedes-Benz showcased three world premieres that were presented on three stages. The newly designed vehicles were lined up on an area of more than 1,700 square metres and turned into a spatial brand experience together with their accompanying focus themes. The stages with their own LED surface provided space for individual presentations, creating the stand’s atmosphere and rhythm in orchestrated interaction. While the central stage drew all eyes on the new C-Class, the neighbouring highlighted areas provided room to introduce the S 600 and the GLA 45 AMG. Cinematic panoramas created an illusion of depth and gave a greater overall impression of space.

The so-called »brand ribbon« made from brushed aluminium defined the space of the trade fair stand, giving it a striking appearance and supporting the stand’s succinct appearance from a distance. It established a connection between the stages and other themes. The inside of the ribbon was a 360° communication area, creating a unique and dynamic brand experience through media displays, graphics and animated lighting effects.


Daimler AG


Detroit, USA



involved parties

Lighting design: TLD Planungsgruppe
Structural design: form TL GmbH
Sound: Klangerfinder
Exhibition construction: Display International
Photography: Andreas Keller