For the Mercedes-Benz stand at IAA 2017, a platform was created that anticipates the future of the company’s brand communications in a time of change and disruption. The inventor of the automobile thereby reinforced its claim in shaping the future of mobility. The overall concept results in a modern and urban yet approachable atmosphere in a historic location, characterised by innovative formats of exchange and interaction.

The open, three-storey structure provides space for decentralised communications spread out across numerous, freely accessible platforms. On these architectural spaces the digital and physical realms are combined to create innovative experiences and dialogue formats that grant visitors interactive access to the topics of the future. This is realized, for example, at the “FabLab”, where visitors can try out futuristic technologies and experience the modes of operation at start-ups. Additionally, the “Insight Stage” invites visitors to learn about the mobility of the future at “me Future Talks”. The “CASE City” is a visionary urban street scene in which the future themes of “Connected, Autonomous, Shared & Services and Electric” can be experienced in real-life examples. The dome of the exhibition hall represents the sky with changing atmospheres and spans across the central “Urban Stage”. This multi-dimensional kinetic LED installation extends the built space into alternating theme worlds. Here, typical driving movements and media displays merge and visitors can post their experiences with the brand on the LED screens in real time. Visitors instantly recognise that the main focus of the installation lies on the individual.

From 15 to 17 September 2017, the stand became the temporary stage for the “me Convention”, which was held at numerous hotspots throughout Frankfurt simultaneously to the fair. A new feature was that a company stand and a convention became merged to form a multi-dimensional platform for dialogue that extended beyond the boundaries of the fair.

Client:
Daimler AG, Stuttgart

Architecture:
jangled nerves, Stuttgart

Communication:
Atelier Markgraph, Frankfurt am Main

me Convention:
Liganova. The BrandRetail Company, Stuttgart

Documentary photography:
Kristof Lemp, Darmstadt
Markus Nass, Berlin
Holger Talinski, Berlin