Mercedes-Benz: Mercedes-Benz At The Iaa 2015

Credits & Description:

Title: Mercedes-Benz At The Iaa 2015
Agency: Jangled Nerves, Atelier Markgraph, Tld Planungsgruppe
Brand: Daimler
Country: Germany
Advertising Agency: Tld Planungsgruppe, Esslingen Am Neckar
Entrant Company: Atelier Markgraph, Frankfurt
Media Agency: Atelier Markgraph, Frankfurt
Pr Agency: Atelier Markgraph, Frankfurt
Production Company: Atelier Markgraph, Frankfurt
Additional Company: Atelier Markgraph, Frankfurt
Design Agency: Atelier Markgraph, Frankfurt
Booth Construction: Display International (Würselen)
Structural Engineering: Formtl (Radolfzell)
Communication, Exhibition, Set And Media Design: Atelier Markgraph (Frankfurt Am Main)
Lighting Design: Tld Planungsgruppe (Esslingen)
Show: Atelier Markgraph, Frankfurt Am Main With (Monomango, Berlin And Nsynk, Berlin)
Architecture Work Phase 1-8 Hoai, Interior Design And Exhibition Architecture, Total Coordination: Jangled Nerves (Stuttgart)
Outcome:
The constantly changing set design of the IAA production conveys the brand’s current dynamism in a tangible way. By extending the real-life stage set virtually, it brings the mega trend of digitalization to the visitor experience. Visitors are involved in the show in real time, becoming protagonists in a 3D production.According to an independent survey from the GfK, an opinion research institute, the visitors in Frankfurt had a positive overall impression of the Mercedes-Benz presentation at the IAA 2015: More than 90 percent of the visitors rated the booth of Mercedes-Benz as "excellent" and "very good". Especially the stage production caused fascination: The visitors were enthusiastic about the virtual extension of the real-life stage set.
Execution:
-Silver Flow/Space: Silver Flow, the architectural symbol for the brand’s trade shows, becomes the stage set. Sixteen silver-coloured slats, each nine metres tall, transform the entire hall into a media-free, calm Silver Space with a self-assured appearance.-Kinetics/Flexibility: the slats rotate. When turned 90°, they reveal glimpses of a three-storey shelf element that is used to present the product portfolio, and for live music. Another 90° turn converts the slats into a media-enabled, fifty-metre-wide stage backdrop with an additional hi-res, mobile LED panel positioned in front. The result is a stageset whose width and depth are extremely flexible.-Spidercam/AR: A spidercam follows the vehicle movements, presenters and live musicians. The technology is familiar from show/sports broadcasts, and enhances the underlying sense of live atmosphere. The spidercam makes the stage area media enabled, including the backstage shelf. Product information and product worlds appear live and digitally before the eyes ofthe spectators.
Campaign Description:
The ’Mercedes Live!’ production presents the brand and its product features in a spirit of permanent change and forward motion.
Synopsis:
At every IAA, Mercedes-Benz aims to make its brand presentation the highlight of the show for visitors. The tasks for communication and architecture were to achieve that aim, and to convey their messages effectively.- Making Mercedes-Benz the highlight of a visit to the IAA. - Interpreting (the) Frankfurt Festhalle as a brand space.- Thrilling up to 100,000 visitors. Every day of the show. Over and over again.- Bringing a new digital dimension to the overall production.
Strategy:
Expand the space kinetically, and expand the live action digitally.