International Auto Show Detroit  

Trade Fair Appearance Mercedes-Benz

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International Auto Show Detroit

Trade Fair Appearance Mercedes-Benz

At the Detroit Auto Show 2013 Mercedes-Benz presented five new models of the new E-Class – from the sporty AMG and the classic limousine all the way to the casual convertible. A grandstand was built in the middle of the stand to afford visitors excellent views of this world premiere and also to serve as a staged entrance to the trade fair presentation.

The silver, polygonal “brand ribbon” that is typical for the trade fair architecture of Mercedes-Benz makes a seamless transition into a ceiling-high LED display. During the highlight film the entire trade fair stand turns into a nocturnal urban set that captures the dynamics of driving. The five vehicles displayed on the stage appear to race through the city, and the very next moment your gaze is drawn to some fascinating details. Time lapse, trick layers, music and lighting combine to create a four-minute brand experience that is immersive and impressive. Finally, the stand converts back to a brand-adequate meeting place.

The North American International Auto Show is held annually in Detroit as an international platform for the automobile industry and together with the expositions held in Frankfurt, Geneva, Paris and Shanghai/Beijing is one of the world’s most important automobile fairs.


Daimler AG


Detroit, USA



involved parties

Lighting design: TLD Planungsgruppe
Structural design: TL GmbH
Sound: Klangerfinder GmbH & Co. KG
Exhibition construction: Display International
Photography: Andreas Keller