brand:

CES Las Vegas 2019

As one of the most important events in the IT industry, visitors flock annually to the Consumer Electronics Show (CES). Expectations of the new innovations are always high. And with jangled nerves at its side, Mercedes-Benz was ready to exceed them. This year’s presence features a uniquely designed, intelligent exhibition booth with interactive, real-time visualization dramatized on a LED panorama backwall. Impact aside, this element serves as a powerful reminder that in a digital show – the dialog between brand and visitor remains just as strong.

From a staging perspective this is also a first. The large-format LED wall allows the presenter to control it via an iPad app. The backend software, originally developed for computer games, is so powerful that the content and animations displayed can be input in real-time. Hardware and software are programmed to work in tandem to deliver an LED projection twice the resolution of that of a digital cinema. And they create a live, dynamic perspective no matter where the audience are. With visitor-generated content visualized dynamically, real-time feedback and agile topic selection – the stand is alive with energy and audience-engagement. And this, in turn, creates an experience that no visitor to the Mercedes-Benz stand will forget.

And that’s exactly the goal. To put experience and digital communication into the heart of the Mercedes-Benz’ presence. And it’s not just the LED walls that embody it. Under the iconic brand element “Silver Flow” – represented as a floating textile lamella structure with atmospheric lighting – visitors are invited to experience a digital Mercedes-Benz brand in live form. Anyone wanting to dive deeper into the mechanics of the car- like the infotainment system MBUX (Mercedes-Benz User Experience), the battery-powered EQC, or the new Mercedes-Benz mobility ecosystem – has the opportunity to do just this in the experience area. Here interactive exhibits can be explored individually or explained in person at the dialog table.

Mercedes-Benz at the innovation show

Detroit Auto Show 2017

In 1957, Mercedes-Benz became the first European car manufacturer to exhibit at the most important U.S. auto show: the NAIAS in Detroit. In 2017, Mercedes-Benz underscored the longstanding international commitment of its brand and its special affinity with the American market. At the Detroit Auto Show in 2017, Mercedes-Benz celebrated the best sales in the company’s history and its top position in the premium market segment. One significant variable in this winning formula: AMG, a brand that’s extremely popular in the U.S. So what better place to kick off the AMG anniversary than at the Detroit Auto Show 2017!

50 Years of Driving Performance: To celebrate its anniversary, AMG presented the impressive Mercedes-AMG GT C Edition 50, which jangled nerves cast as the protagonist in a spectacular anniversary film. The idea: Tell the story of 50 fascinating years of AMG based on emotions, not the date on the calendar. How? With futuristic scenes filled with all the intensity and character of AMG.

When jangled nerves goes to an A-list trade show with Mercedes-Benz, it always puts the brand center-stage and emphasizes brand design. For example, the large LED screen is much more than a flat display area. It’s a digital extension of the physical trade show happening all around, tapping into the corporate design, building on everything with the right media. The new Mercedes-Benz E-Class Coupe was showcased in a unique choreography between the vehicle itself and the Silver Flow display.

To really bring the media into the foreground across the entire area occupied by the company at the trade show, lighting was used to create the right mood. To present the electric models in the Mercedes-Benz family, fiber optics in the flooring interplay with the backdrop on the LED screen. And what was the highlight? The fully electric Mercedes-Benz concept vehicle “Concept EQ,” which projects the impressive Mercedes-Benz success story into a new age of connected travel.

Mercedes-Benz Trade Fair Stand

Customer Centre Sindelfingen

When it comes to brand experiences, what could possibly be more personal than to actually go and pick up your own Mercedes-Benz straight from the factory? Thanks to the recent redesign of the customer centre in Sindelfingen (south of Stuttgart), a whole host of brand values can be experienced first-hand – with everything that’s smart and emotional about the brand itself, plus everything that’s sensuous and vivid about its design philosophy. With an alluring lounge, restaurant areas, inviting shops and novel exhibits waiting in every corner, no wonder visitors soak in that feeling of modern luxury, the indulgence that no other brand represents like Mercedes-Benz.

As you approach the new customer centre from the motorway, it already starts flying the flag for the most prestigious factory in the Mercedes-Benz production portfolio. Originally designed to serve as a gatehouse, the building is now a subtle yet eye-catching venue that turns the spotlight on each key campaign as it comes and goes at the company. The square outside the customer centre is often used to stage events or presentations in the summer, and with the Mercedes star gleaming proudly up above this piazza, the defining feature of the Mercedes-Benz company suddenly feels like a familiar friend –especially with so many people sending souvenir photos and selfies with the star around the world.

Inside the centre, visitors find a number of attractions that mostly revolve around the visitors themselves, literally unfolding around them and beseeching them to come discover more. Glance outside and the building is surrounded by a leafy backdrop, making it feel like a pavilion in the park. The materials are traditional and worked by hand, magically dovetailed with digital media and lighting which is all designed to accentuate the important differences that bring the brand values and design philosophy of Mercedes-Benz to life, all housed in rooms that were also designed to be different.

Many of the design features that were developed here are now practically part and parcel of the corporate architecture of Mercedes-Benz. The building was two years in the planning, plus another two to complete – despite everyday activities going on all around. Then in December 2016 it was time to inaugurate the customer centre as the new flagship gateway to the plant in Sindelfingen.

Mercedes-Benz