The Mercedes-Benz Dialogue Platform at the IAA 2017 in Frankfurt am Main, Germany, was developed against the backdrop that motor shows, like mobility itself, are undergoing a fundamental transformation. Accordingly, this showcase set out to “anticipate” tomorrow’s brand communication model. An open, three-storey architecture created a space for decentralised communication across freely accessible levels. On this “architectonic playing field”, digital and physical worlds combined to create innovative dialogue and experience formats. For three days, selected areas of the presentation turned into a stage for the “me Convention” concept, with a speaker list of over 150 international personalities and inspiring visionaries.