Mercedes-Benz at IAA MOBILITY 2023  

Urban staging in striking red

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Mercedes-Benz at IAA MOBILITY 2023

Urban staging in striking red

This year, IAA MOBILITY once again pursued a decentralized concept and, as in 2021, Mercedes-Benz is taking the opportunity for a brand presentation at two locations: In the historic Apothekenhof of the Residenz in the heart of Munich, visitors encounter a multifaceted brand experience all about the future of mobility. Following a bold color concept, a large cube with a grid structure becomes the central image of an urban setting in which not only the brand portfolio but also innovative show cars are presented. Hidden inside the modern cube, the new show car, the Concept CLA Class, can be discovered. In the evening, the Apothekenhof is transformed into a vibrant event space.

At the Munich exhibition grounds, Mercedes-Benz invites visitors to an innovation forum for pioneering technologies. The stand design picks up on the grid motif of the inner-city presence and offers a flexible stage for dialog and interaction.


Concept & realization: Atelier Markgraph, jangled nerves, team x


Mercedes-Benz AG






Mercedes-Benz, Andreas Keller