At the Detroit Auto Show, Mercedes-Benz presented five models of the new E-Class. A central grandstand staged the entrance to the stand and allowed visitors an elevated view of this world premiere. The silver, polygonal “brand ribbon”, typical of the trade fair architecture of Mercedes-Benz, formed a seamless transition into a ceiling-high LED display. A brand film transformed the stand into an external urban scene that captures the dynamics of driving. Time-lapse techniques, trick layering, music and lighting were combined to create an immersive brand experience.