Mercedes-Benz Trade Fair Stand
The agency trio of Atelier Markgraph, jangled nerves and Liganova has created a presence for mobility brand Mercedes-Benz at the IAA that provides a vision of the future of brand communication. The entire festival hall is turned into a platform for dialog that lends fresh impetus to the discourse on relevant topics for the future and takes it beyond spatial boundaries.
At the IAA 2017, Mercedes-Benz reinforces its claim to be a key player when it comes to shaping mobility of the future. The designers’ brief here was clearly defined: Rethink the “trade fair presence” format in a time of change and disruption. Summing up the briefing, Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars says: “What the partner constellation of the agencies Atelier Markgraph, jangled nerves and Liganova needed to do was to question everything and to create a platform for the future that would be part of the consistent development of Mercedes-Benz’s brand presence.”
The change that the three agencies have brought into the format can be instantly felt. Their overall concept creates a modern and urban yet approachable atmosphere in the historical festival hall that is characterized by innovative dialog and interaction formats. A new feature is that the brand presence and the “me Convention” have been conjoined to produce an inspiring platform.
The individual is central to what’s going on. That is why the Stuttgart agency jangled nerves has made space for decentralized communication with an open-plan, three-story architectural structure that spreads the visitor experience across numerous, freely accessible platforms. In this architectural playing field, the communication concept devised by the Frankfurt-based Atelier Markgraph links digital and physical works into innovative experience and dialog formats that give visitors access on an equal footing to the future areas. The visit starts at “CASE City,” a visionary urban street scene in which the future themes of Connected, Autonomous, Shared & Services and Electric can be experienced on the basis of examples that relate to everyday life. The dome of the festival hall represents the sky with changing atmospheres and spans the central “Urban Stage.” The multi-dimensional kinetic LED installation extends the built space into alternating theme worlds. Driving motion and media displays become one and visitors can simultaneously post their experiences with the brand on the LED screens in real time. Equally, all other experience formats of the presence are devised in such a way that the IAA visitors can get actively involved. Take the “FabLab”, for example, where they can try out groundbreaking technologies and start-up working styles for themselves, or the Insight Stage where they are invited to Future Talks on the mobility of the future.
In conjunction with Mercedes-Benz and South by Southwest (SXSW), the me Convention meanwhile presented three days of dialog, interaction, networking and entertainment. Liganova succeeded in developing different stages and forums, workshops, a hackathon, co-working spaces and outdoor areas offering inspiring experiences. More than 150 international visionaries, lateral thinkers and inspiring individuals from various social and cultural areas were there as speakers. They included the astronaut and space explorer Buzz Aldrin, cyborg Neil Harbisson, IBM Fellow John Cohn and the Facebook COO Sheryl Sandberg, in conversation with Dr. Dieter Zetsche, Chairman of the Board of Management of Daimler AG. They provided inspiration to enter into constructive dialog about topics that affect people’s personal lives and will have a major impact on them in the future. Urban hotspots such as live concerts, networking events and parties took place all over the city, extending the me Convention into the public sphere.
Frankfurt am Main
Architecture: jangled nerves, Stuttgart
Communication: Atelier Markgraph, Frankfurt am Main
me Convention: Liganova . The BrandRetail Company, Stuttgart
Andreas Keller, Kristof Lemp, Liganova