Golden ADC Pin for Mercedes-Benz IAA Production

Stuttgart/Frankfurt am Main, 25 April 2016 – The Mercedes-Benz production for IAA 2015 has won no fewer than five ADC Awards. Germany’s foremost creative accolades were awarded on Friday at the ADC Festival in Hamburg. The jury noted that in addition to being one of the biggest, most complex and most-viewed of its kind, the project also ”raised the bar for holistic brand experiences spaces to dizzying heights once again.”

The first Golden Pin for the overall production went to co-creators Atelier Markgraph (Frankfurt am Main) and jangled nerves (Stuttgart) in the category ’Spatial Communication: Trade Fair’. There were two more awards for the digital stage production’s use of Spidercam and Augmented Reality – a Golden Pin for ’Spatial Communication: Craft’ and a Silver Pin for ’Event: Craft’. The final two awards – one Pin, one Commendation – were awarded in the same categories for the analogue-digital stage setup. With a grand total of four pins and a commendation, ’Mercedes-Benz Live!’ was the second most successful campaign of the entire competition.

For eleven days, the two creative agencies transformed the domed architecture of the Frankfurt Festhalle into a vibrant stage space for two topics that currently define automobile development: digitalisation and design. Three exhibition levels with over 9,000 square metres of space surrounded the open central area. Incoming visitors got their first glimpses of the various theme spaces and the central live show from the escalator that took them to a height of 13 metres. Silver Flow, an imposing silver slatted sculpture that seemed to hover in space, segued seamlessly into the onstage digital media space.

The stage production showed how automobiles go online in datspace, detect their environment in sensor fields, adapt their aerodynamics to the airstream and master obstacles in the real world. A Spidercam created an immediate, tangible live atmosphere. The live images it captured were enhanced with augmented reality. A kinetic slatted LED curtain formed an integral part of the overall choreography, and offered views of the current product range as it awaited its onstage appearance in a three-storey rack.

The jury was particularly impressed by the ”congenial blend of exhibition, kinetic stage architecture and live show. From the grand gesture of the stage as a driveable giant shelf rack to the smallest media-powered surface, this unique 3D production used Augmented Reality elements to connect plot, product and information playfully and spatially to create a didactical dramaturgy. Visitors became part of a spatial, cross-media overall production that will probably be a benchmark for years to come.”

The prizes were awarded for the 52nd time at the ADC Festival. Every year, the Art Directors Club Germany awards its gold, silver and bronze Pins for the best ideas for creative communication. In 2016 alone, more than 7,000 entries were assessed by the 378 jury members on April 20 and 21.

Project stakeholders

Client:
Daimler AG, Stuttgart

Architecture LP 1-8, Interior design and exhibition architecture, overall coordination:
jangled nerves, Stuttgart

Communication, exhibition, set and media design:
Atelier Markgraph, Frankfurt am Main

Lighting design:
TLD Planungsgruppe, Esslingen

Support structure planning:
formTL, Radolfzell

Booth construction:
Display International, Würselen

Show:
Atelier Markgraph, Frankfurt am Main with Monomango, Berlin and NSYNK, Berlin

Real-Time Tracking (Show):
spidercam, Feistritz im Rosental

Concept, planning, implementation Real-Time Contents (Show):
Atelier Markgraph, Frankfurt am Main

Partner for Technical Development and Design Real-Time Contents (Show):
NSYNC, Berlin

Atelier Markgraph GmbH

Atelier Markgraph is a leading agency for spatial communication. The interdisciplinary design and planning agency from Frankfurt am Main provides tangible corporate, brand and theme experiences in a three-dimensional context. Using the latest technology, the agency produces astonishing 3D productions at the interface of business, culture and science. These range from exhibitions through media productions to Corporate Architecture.

jangled nerves GmbH

jangled nerves creates and produces communication solutions at the interface between media and space. Founded in 1998, the interdisciplinary team from Stuttgart Bad Cannstatt unites concept design, architecture, media, production and editorial services under a single roof. Clients include companies and institutions from the fields of business and culture. The portfolio ranges from museums and exhibitions to showrooms and trade fairs.