Brand staging at two locations
IAA MOBILITY 2021 redefined itself: for the first time, the auto and industrial trade fair took place in a decentralized format. In addition to the exhibition grounds, there were further event locations distributed across the entire city of Munich. This offered the opportunity to implement the diversity of the Mercedes-Benz brand through two contrasting concepts.
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While the brand presence in the Open Space created an experiential environment with social relevance and a cultural contribution in public space, the presentation in the Summit focused on digitalization and the software of future mobility.
A centrally curved platform creates two subspaces underneath for the brand presentation. The walkable green roof, on the other hand, extends about five meters into the air and serves as a viewing platform and promenade. The path guides visitors past stations of the “Green Trail,” which highlights sustainability topics of the corporate strategy, and ends at a colorful Mercedes-Benz star as an Instagrammable moment. The sculpture “Earthtime 1.26 Munich – presented by Mercedes-Benz” by US artist Janet Echelman hovers above the park landscape. The artwork constantly changes its form and color in response to wind, sunlight, and a light show, symbolizing the dynamics of our ecosystem. The curated concert series “Artificial Soul presented by Mercedes-Benz” is an audiovisual highlight. At dusk, the center of the pavilion architecture transforms into a musical stage.
The symbolic grid architecture divides the content into four communication spaces and thematic worlds that are grouped around the center of the brand presentation. Each area offers an interactive experience. In addition, an installation of graphic and media surfaces, together with sound and light production, forms the framework for various highlight vehicles. A variety of lectures and communication formats turn the digital world and its services into an intense field of interaction. In addition to explanatory talks from the respective development departments, in-depth information is conveyed through analog and digital exhibits.
