Event Design

Mercedes Next! A Kinetic Media Production

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The presentation of Mercedes-Benz at the International Motor Show (IAA) in 2011 was defined by a 40-metre-long, media-driven strip integrated to impressive effect in the silver metal facade. The strip accompanied visitors from the foyer into the exhibition space, forming a spacious stage of ever-changing 3D impressions. Media panels arranged one behind the other on the theatre stage moved kinetically, while an LED curtain showed a panorama with a high sense of depth. Images on the LED panels behind it were visible through the curtain, creating the impression that the vehicles were moving between the different image levels.

Credits
  • Client:
    Daimler AG, Stuttgart
  • Design:
    Atelier Markgraph, Frankfurt/Main (Show, Communication, Exhibition Design, Media Design) Kauffmann Theilig & Partner, Ostfildern (Architecture)
  • lighting design:
    Atelier Markgraph, Barbecue Mediendesign (sub company), Group.iE (sub company)