media production:

MWC 2019 Barcelona

Mercedes-Benz stand at the Tech-Show

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

CES Las Vegas 2018

Mercedes-Benz Trade Fair Stand

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

Steel Experience

thyssenkrupp steel Europe

»Rhein. Reise. Rast.«

Visitor Centre in the Niederwald

Geneva International Motor Show 2016

Mercedes-Benz Trade Fair Stand

Detroit Auto Show 2016

Mercedes-Benz Trade Fair Stand

CES Las Vegas 2016

Mercedes-Benz Trade Fair Stand

Richard Wagner Museum

Permanent Exhibition

HopfenBierGut

Hops and beer – the town of Spalt (south of Nuremberg) lies at the heart of a German hop-growing area that is not only steeped in tradition, but also home to a truly unique brewery.

A 500-year-old granary in the town houses a modern museum brimming with interactive installations. The features in the museum were given a neutral design to blend in with each room and accentuate the ambience. This was achieved by building on different perspectives, leading the eye and thus allowing the two-floor exhibition to add a touch of authenticity and presence to the history of the town. To appeal to visitors’ perceptions, their senses are stimulated with hands-on exhibits, each of which falls into one of four display themes. Actively immersing visitors in the experience helps expand the horizons of each piece, taking the exhibition to a new level.

Modern media are used to introduce each theme, starting with an oversized interactive folding map that takes visitors on a virtual tour of the town. In the same way that the annual cycle of hop growing dictates the rhythm of the town and its inhabitants, a ‘panorama of the year of a hop’ brings its natural cycle to life with a 180° video. Visitors are accompanied on a journey through time, tracing the twelve months of the hop in a traditional town like Spalt. In the section focusing solely on beer brewing, visitors can walk into a huge brew kettle and learn about the bio-chemical processes that take place. An interactive beer table explores the beer cultures of the different countries to which Spalt hops are exported and where these unique hops find their way into brewmasters’ recipes. To visualise this process, a beer bottle is placed on a sensor, activating a virtual journey of exploration on the media screen – a voyage that covers the entire table top. The table is then laid, with a treasure trove of interesting facts and anecdotes on the culture and history of beer in each country.

Hop and beer museum, Spalt

CES Las Vegas 2015

Mercedes-Benz Trade Fair Stand

Entrepreneur of the Year 2014

Event

AUTOWERK

KonzernForum of the Autostadt

Marine Life – TUI MS3

Interactive Exhibition on Board the Cruise Liner

Carnival of Hell

The First World War and the Senses

Geneva International Motor Show

Trade Fair Appearance Mercedes-Benz

Detroit Auto Show 2014

Trade Fair Appearance Mercedes-Benz

Hohenschönhausen Memorial

My rating

5/10

The permanent exhibition in the former National Security central remand prison of the former East Germany focuses on the biographies and personal experiences of the victims. The layout of the Memorial draws a clear distinction between the authentic location as a »carrier of history« and the documentation and exhibition level. The medial information layers stand out from the historical building structure and distinguish between the authentic and the new.

The exhibition is divided into a Prologue, a Victims’ Area, a Perpetrators’ Area and an Epilogue. First of all, a medially staged abstract model of the prison complex is used to distinguish the various stages of detention. This introduction is accompanied by auditory witnesses of the inmates. The large Victims’ Area Room exemplifies on the basis of five focal topics the fates of the prisoners. Large, illuminated panels superimposed with projections define the space, shed light on the topic area and display authentic locations on the themes. In the subsequent, largely preserved Perpetrators’ Area, the use of constructional elements is reduced to a walkable bridge, on which display cases containing staged objects are placed. The surfaces conveyed remain clearly readable for the visitor and are subtly staged with typography projections. Following the tour down into the cellar, the visitor experiences an authentic impression of the so-called “submarine”, a windowless prison section. Here the encroachments of the exhibition design have been scaled back even more. Only a single cell is medially staged to be able to didactically draw attention to the key facts. Next to it is an interactive monitor, which provides the stories of the former inmates in the cells. The Epilogue ends off the tour with present-day statements of the victims.

Permanent Exhibition