Mercedes-Benz

Trade fair appearances in the temporary sector, where the product takes centre stage, now feature a modular system as a unified concept – as was first seen at the Brussels Motor Show. From now on, this ensures a consistent, scalable and brand-appropriate perception of the company across all markets. Whether in an exhibition hall, a pop-up or an event space: the new guidelines provide the design foundation for physical brand appearances that consistently bring the Mercedes-Benz brand promise to life.

At the heart of the concept used in Brussels is a scalable grid system that structures and connects the floor, walls and ceiling, whilst offering the flexibility to zone the stand space – from vehicle displays to hospitality areas. This is complemented by clear design principles: matt black materials, highlight zones with high-gloss surfaces, carefully placed typography, multimedia displays and the iconic Mercedes-Benz star – clearly recognisable as the focal point of the display.

The integration of the customer brands Mercedes-AMG and Mercedes-Maybach, as well as the product brand G-Class, follows a clear hierarchy under the umbrella of the core brand, thereby creating spaces that exude both diversity and brand strength.

As seen at the Brussels Motor Show, the new guideline sets out a visual, architectural and conceptual language that brings Mercedes-Benz to life as the most sought-after luxury brand – across all markets and events.