Journey into a Brave New World
Mit seinem Messeauftritt auf der IAA 2019, entworfen von Atelier Markgraph und jangled nerves, nimmt Mercedes-Benz die Besucher mit auf eine faszinierende Reise in eine schöne neue Welt der Mobilität. Das Herzstück der Präsentation ist eine teilweise interaktive und digitallastige Installation, deren Ausstellungsarchitektur bewusst die Festhalle der Frankfurter Messe einbezieht. Im Mittelpunkt stehen immer die Kunden mit all ihren Bedürfnissen, Fragen und Wünschen. Das Ergebnis ist eine spannende Kundenreise rund um aktuelle Mobilitätsthemen, die gleichzeitig für einige tolle Selfie-Momente sorgt.
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With its appearance at IAA 2019, designed by Atelier Markgraph and jangled nerves, Mercedes-Benz takes visitors on a fascinating journey into a beautiful new world of mobility. The centerpiece of the presentation is a partly interactive and highly digital installation whose exhibition architecture deliberately integrates the Festhalle of the Frankfurt trade fair. The focus is always on customers, with all their needs, questions, and desires. The result is an exciting customer journey around current mobility topics, which also creates some great selfie moments.
Mercedes-Benz has always been a pioneering brand. This is also reflected at IAA 2019: the themes are no longer organised around the sub-brands Mercedes-AMG, Smart, Mercedes-Maybach, and EQ, but instead are addressed through inspiring future scenarios that invite visitors to explore and experience the mobility of tomorrow in interactive microcosms. A stronger use of digital media and fewer cars place a new experiential dimension at the forefront.
The exhibition architecture, designed by jangled nerves, extends a structural element across the Festhalle. On more than 5,000 m², a state-of-the-art exhibition—the Experience—is located here. The creative concept behind it was to approach the historic building in a completely different way than in previous years. This created a stronger relationship with the hall and the city itself, and made the future relationship between humans and cars as authentic as possible.
In the adjacent Forum, a product display with 30 vehicles on 2,500 m² invites visitors to delve deeper into the various themes of the Experience in the EQ area, using electric vehicles. A large fleet of plug-in hybrid vehicles serves the same purpose. The Festhalle and the Forum thus merge into a cohesive ensemble.
How do we deal with the future? How can individual mobility become more sustainable? And what might a more human city of tomorrow look like? Questions like these illustrate the wide thematic range of the Mercedes-Benz trade fair presentation in 2019. In four immersive exhibition spaces, these topics are explored in greater depth. Atelier Markgraph created bespoke multimedia installations for each of them, each developed in its own design language.
The four scenarios (Intuitive, Energize, Excite, and Responsible) form an urban context as an architectural-dramaturgical whole across different levels. At the end of the customer journey, the façade brings everything together into a larger perspective—an illustrative example of how Mercedes-Benz lays the foundations for the future.
