Mercedes-Benz IAA MOBILITY 2021

Brand staging at two locations

The IAA MOBILITY 2021 redefined itself: For the first time, the car and industry trade fair was held decentrally. In addition to the exhibition grounds, there were other staging locations spread across the entire city of Munich. This offered the opportunity to implement the diversity of the Mercedes-Benz brand with two contrasting concepts.

No items found.

While the entire range of the current and future electromobility portfolio was shown at the Open Space in the middle of the city – the presentation at the Summit on the exhibition ground, focused on digitization and the software of future mobility.

Client

Mercedes-Benz AG

Location

Munich, Germany

Year

09/2021

Photography

Andreas Keller, Kristof Lemp

A platform bent in the middle creates two subspaces below for brand presentation. The walk-on green roof, on the other hand, extends approximately five meters into the air and serves as a viewing platform and promenade. The path leads visitors past stations on the "Green Trail," which focuses on the sustainability themes of the company's strategy, and ends at a multicolored Mercedes-Benz star as an "Instagrammable moment. The sculpture "Earthtime 1.26 Munich - presented by Mercedes-Benz" by U.S. artist Janet Echelman floats above the park landscape. The artwork constantly changes shape 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's architecture is transformed into a musical stage.

The symbolic grid architecture divides the content into four communication spaces and theme worlds grouped around the center of the brand presence. Each area offers an interactive experience. In addition, an installation of graphic and media surfaces together with a sound and light production forms the framework for various highlight vehicles. A variety of speeches and communication formats turn the digital world and its services into an intensive field of interaction. In addition to explanatory presentations from the respective development areas, in-depth information is vividly conveyed through analog and digital exhibits.