Geneva International Motor Show  

Trade Fair Appearance Mercedes-Benz

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Geneva International Motor Show

Trade Fair Appearance Mercedes-Benz

The focus of the trade fair exhibition of Mercedes-Benz at the 82nd Geneva International Motor Show is the world premiere of the new A-Class, whose sporty and dynamic look is primarily designed to address a younger target group.
On more than 3,800 square metres of exhibition space the focal topics are translated into a spatial brand experience. The so-called “brand ribbon” catches the eye from a distance. With its distinctive silver polygonal surfaces made from brushed aluminium sheets it not only generates a unique look, it also creates all the necessary functional divisions of the exhibition space.
Large staircases invite people to visit the top floor, where you will find the lounge with cafeteria and VIP area. All exhibition visitors have access to this seemingly floating, stage-like level, which affords a magnificent view of the exhibited vehicles and the entire hall. At the same time, the visitors themselves become part of the spectacle.
The back office area is at ground level, shielded from the crowds, and is discreetly integrated into the brand band.
The visual focus of the exhibition stand is an almost 100 square metre LED wall which seamlessly integrates into the brand band. Architecture and media production merge to form a brand experience that blurs the distinction between real and virtual space. Visitors can watch a twenty-minute film that was produced for the world premiere of the A-Class and that focuses on the characteristics of the new vehicle series.
The annual motor show in Geneva is an international platform for the automotive industry and is considered one of the top five motor shows worldwide.


Daimler AG


Geneva, Switzerland



involved parties

Graphics: with L2M3 Kommunikationsdesign
Lighting design: TLD Planungsgruppe
Structural design: form TL
Sound design: Klangerfinder
Exhibition construction: Raumtechnik Messebau & Event Services
Photography: Andreas Keller