Beyond the car – the future of mobility – with the Mercedes-Benz experience, Atelier Markgraph and jangled nerves show the consequent evolution of the dialogue platform introduced in 2017
Even though the trade fair format is predicted to be completely overhauled, no one will be able to ignore the right questions – and much less the answers which can be experienced immersively.
Atelier Markgraph and jangled nerves have put their expertise entirely at the service of the Visitor Experience, thus creating a Mercedes-Benz experience that leaves room for issues “beyond the car” – a paradigm shift that reverses the perspective customary at motor shows, consistently focusing on the wishes, interests and needs of visitors.
At IAA 2019, visitors of Mercedes-Benz will not so much enter a traditional exhibition stand than inspiring future scenarios inviting them to explore and try out tomorrow’s mobility in interactive microcosms. More importantly, a greatly reduced number of vehicles brings another dimension of experience to the fore: for instance, IAA 2017’s dialogue platform, which included the me Convention, was further developed into a “Pioneering the future” hub that can be experienced as a whole.
How man-machine interfaces will function in the future, and how individual mobility can be made more sustainable, is reflected in the holistic spectrum of topics. This goes hand in hand with socially relevant aspects such as how a more humane city might look if technological progress no longer requires the existing infrastructure – and whether “time” is the real luxury after all. This spectrum is addressed in four immersive exhibition spaces, each with its own scenography and design language. As a dramaturgical whole, these scenarios form a constructed urban context across various levels, the façade of which produces the “Big Picture” at the end of the exhibition tour.
Upon entering the Festhalle, the pioneering character of Mercedes-Benz becomes immediately visible: a spacious media presentation presenting iconographic moments from the 133-year history of the company shows how the premium brand has always found the right answer to urgent questions of mobility.
The first thematic area, which has the motto “Intuitive”, expresses the desire for an intuitively functioning, digital ecosystem. Spatially, this is conveyed by a sculpture made entirely out of threads, alluding to the networking of different traffic systems and their participants. The second experience area, “Energize”, pursues the wish for deceleration. The cocoon-like atmosphere is characterised by a surrounding, colour-changing ceiling sculpture whose illumination is influenced by the pulse of visitors. The “Excite” section, which explicitly invites visitors to participate in gaming and motor sport activities, offers a distinct contrast: a formation of suspended spheres transports the dynamics of an energy-driven attitude of life into space. Derived from gaming, innovative entertainment formats seamlessly combine with the vehicles in so-called in-car gaming experiences; at the same time, visitors can compete against each other in surfing along a virtual Formula E racing course.
As a fictitious city district, “Responsible”, the fourth exhibition space in the higher gallery corridor, opens up possible scenarios of urban mobility. An ensemble of differently dimensioned LED surfaces draws attention to electric mobility, intermodal traffic, and autonomous and cooperative driving. The mediation concept draws on an immersive storytelling and consists of a diverse range of interactions and experiences. With the help of guided tours, visitors not only penetrate complex contexts, but also enter city scenes in different time jumps.
The narration culminates in the “Big Picture”, a large-scale media installation that shows how Mercedes-Benz creates the conditions to implement progressive mobility socially and, above all, ecologically. A change of perspective becomes evident, too: The vehicles are shown in everyday situations, so-called “casual moments”. The scenes – combinations of film and live performances – are staged as a series of use cases; vehicles, features and technologies are a natural part of the everyday life of the protagonists. The result is a new form of real-time communication that does full justice to the new product applications. At the same time, the visitor gaze is directed beyond the orchestrated synthesis of what has previously been experienced to a visionary brand that accepts its responsibility.
The adjacent forum invites visitors to experience the thematic foci of the experience on the basis of electrified vehicles in the EQ area and the large fleet of plug-in hybrid vehicles. In addition, the product highlights – and the world premiere vehicles in particular – will be presented in clearly designed brand areas, from Mercedes-Maybach to Mercedes-AMG, Mercedes-EQ and smart to Mercedes-Benz.
What seems complex at first glance forms a didactically perfect triad of forum, experience and convention. Mercedes-Benz has made it its central task not only to become a mobility service provider, but also to choose a customer approach that deliberately leaves the familiar paths.
Under the motto “start making where others stop talking”, the premium brand is cooperating with South by Southwest (SXSW) for the third time. From 11 to 13 September 2019, a place of coming together and collaborative learning will be created in order to shape the future. Ultimately, the mobility turnaround can only be achieved through community action, which presupposes that each individual rethinks their behaviour.
The IAA 2019 will take place from 12 to 22 September 2019 in Frankfurt am Main
Press days: 10 and 11 September 2019.
Client: Daimler AG, Stuttgart
Architecture & overall planning: jangled nerves, Stuttgart
Communication & orchestration: Atelier Markgraph, Frankfurt am Main
me Convention: Liganova, Stuttgart
Documentary photos: Andreas Keller, Altdorf
Kristof Lemp, Darmstadt
ABOUT ATELIER MARKGRAPH
In times of disruption and change, brands are challenged to communicate credibly across media boundaries and to create fascinating experiences that put people at the centre. Atelier Markgraph stands for spaces that communicate and instigate communication. At the interface of digital and analogue communication, interdisciplinary teams create corporate and cultural spaces that can be experienced directly, and that lead to understanding through amazement, demanding dialogue as well as encouraging it. In order to connect branded and thematic experiences across multiple platforms, we rely on profound content and the latest technologies. The search for the new, the unknown, and the visionary is the driving element of our creative diversity and our penetration into ever new fields.
ABOUT JANGLED NERVES
jangled nerves is an interdisciplinary team specialized in spatial communication and the connection of the physical with the digital world. The agency combines the competences and services for strategic consulting, conception and design with those of a planning office for museum design and exhibition architecture as well as production for film, media and interaction. In the design process, media and space are understood as mutually influencing and inspiring components that are designed and developed as a whole. The goal: collective experiences that are remembered and that enrich brands with a factor that is still undiscovered. The projects include museums, exhibitions, adventure spaces, showrooms and trade fairs; they are realized for clients from the fields of culture, science and industry.
Press contact: Susanne Neumann
Phone: +49 711 550375-297