Spatial Communication

Fascination Mercedes | Fair Stand IAA 2013

Back Download

Featuring a light, three-storey exhibition architecture, this trade-fair stand at the IAA 2013 staged the fascination of the Mercedes-Benz brand. Inside, like a sparkling black crystal, stood a “Media Manege” in the form of a stage set composed of media that could be viewed from different sides and levels. The dramaturgy of the guided tour meshed the aspects of emotions and information in a single space. While the 13 tracked vehicles performed their play on stage in sync with the media feeds, visitors could take in the current brand themes in the calm atmosphere of the surrounding exhibition.

Credits
  • Client:
    Daimler AG, Stuttgart
  • Architecture:
    Kauffmann Theilig & Partner, Ostfildern
  • Communication, Show and Exhibition Design:
    Atelier Markgraph, Frankfurt/Main
  • Lighting Design:
    TLD Planungsgruppe, Esslingen
  • Stand Construction:
    Display International, Würselen