Sculptural brand architecture in urban spaces
For IAA Mobility 2025, Mercedes-Benz is transforming the Apothekenhof courtyard of the Munich Residenz into an immersive brand experience. A carefully orchestrated narrative seamlessly blends historic architecture with contemporary brand design.
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Mercedes-Benz’s presence at IAA Mobility 2025 is conceived as a spatial interpretation of the iconic radiator grille – it inspires the sculptural architecture in the Apothekenhof courtyard of the Munich Residenz. An open system of light, form and spatial guidance transforms the installation into an experience that infuses the historic site with a contemporary design language. The result is an atmospheric stage for a holistic experience of the diverse brand worlds of Mercedes-Benz.
A central visitor route guides visitors through the experience, constantly drawing their attention to curated vehicle highlights. The presentation is never intended to be a one-dimensional display – it is always an immersive experience that allows visitors to experience the Mercedes-Benz brand in a spatial context. Inside, a 360° environment unfolds, comprising light, interaction and scenographic sequences. Media surfaces, a clear architectural language and the new brand identity under the motto WELCOME HOME form a narrative choreography in which space, technology and design intertwine.
The hospitality areas in the Apothekenhof expand the spatial narrative to include social and interactive dimensions. The result is a narrative-focused interpretation of modern brand architecture for Mercedes-Benz – clear, sensory and precisely staged. A place that not only showcases the brand, but invites visitors to linger and creates a lasting impact.
