Event Design

Mercedes-Benz Trade Fair Stand Detroit Auto Show 2013

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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.

  • Client:
    Daimler AG, Stuttgart
  • Design:
    jangled nerves, Stuttgart
  • creative direction:
    Prof. Thomas Hundt, Ingo Zirngibl
  • art direction:
    Jörg Stierle, Kristian Labusga, Heiko Geiger
  • graphic design:
    Gerd Häußler
  • project management:
    Jakob Eckert
  • film direction:
    Marc Schleiss
  • exhibition architecture:
    Sophia Maier, Thomas Sachs