Trade Fair Exhibition

Mercedes Next! The Pulse of a New Generation

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The trade fair presentation “Mercedes Next!” at the International Motor Show (IAA) in 2011 followed an unusual concept. The exhibition route and the length of the average visit were seamlessly interlinked by a dramaturgical production that created a highly exciting choreography staging the automobiles, media panels and people as if in a theatre. At regular intervals, the live show drew their attention to the stage, where exhibition themes were presented in a series of different scenes. Layered, mobile media panels created a stage area for vehicles and people in ever-changing new scenes.

  • Client:
    Daimler AG, Stuttgart
  • Design:
    Atelier Markgraph, Frankfurt/Main (Show, Communication, Exhibition Design, Media Design) Kauffmann Theilig & Partner, Ostfildern (Architecture)
  • lighting design:
    TLD Planungsgruppe
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