Mercedes-Benz at IAA 2013

Fascination Mercedes – For the appearance of Mercedes-Benz at the Frankfurt International Motor Show from 10 to 22 September 2013, again the historic Frankfurts Festival Hall was the venue. For the 10th time in a row the cooperation of the architectural office Kauffmann Theilig & Partner from Stuttgart and Frankfurts communication agency Atelier Markgraph were responsible designers. The trade fair presentation was titled ‘Urban Experience’. In a scenario which conjures up a vibrant urban setting, the visitor experiences the world of Mercedes-Benz on a tour taking in three levels include five world premieres.

Architecture – After entering the Festival Hall and catching a first glance of the impressive multimedia scenario, visitors are transported via two escalators to level 2 at a height of 13 metres. From here, the guided tour of some 600 metres in length leads through a terraced structure down to level 1 and the ground floor. The spacious architecture provides ample room and time to gaze and stroll. Visitors are able to follow the stage show throughout their tour of the exhibition. Measuring over 55 metres in length and almost ten metres high in part, the LED screen extends up to level 1 and shapes the overall look of Mercedes-Benz's appearance at the motor show. Grandstand-style seats on levels 1 and 2 offer spectacular views of the stage. Under the banner "The Fascination of Mercedes", the vibrant stage scenario brings the presentation of the brand to life, exuding intensity and dynamism. Cleverly choreographed interaction between moving media panels, light, film and music continually focuses attention on the centre of the stage. On a communicative level, the spectacle places the spotlight on the world premiere of the GLA, the world premiere of the S 63 AMG, the show premiere of the S-Class and the brand topics "Mercedes-Benz Intelligent Drive" and "BlueEFFICIENCY". The active show ends with a look forward to the forthcoming generation of the S-Class Coupé.

Communication – The dramaturgy of the 25-minute stage show presents premiere vehicles and brand themes in a series of chapters, each with its own atmosphere. Visitors can join the action by uploading their own live pictures from the IAA via Instagram. Within the production’s two part structure, dynamic moments of tension alternate repeatedly with calm passages of permanence. This enables visitors to move freely between the exhibition and the stage production as they walk around. While the stage production is astonishing, the exhibition is deeply convincing. This is where people can find in-depth and supplementary productions on themes from the stage production. The exhibition enables visitors to explore, obtain information, engage in eye-level dialogue, and interact. Around 70 exhibited vehicles, numerous presentations of special topics and interactive exhibits offer the visitor infotainment with substance. Engineers, designers, product experts and sales personnel are on hand to discuss innovations for safe, sustainable and individual mobility. Numerous interactive interfaces invite visitors to post their visit on social media channels, while the MobileKids Discovery Tour and Genius Tours offer child-friendly access to the exhibition themes.

Client
Daimler AG, Mercedes-Benz Cars
BC/BP Brand Communications
Brand Platforms

Architecture
Kauffmann Theilig & Partner
Ostfildern

Project management
Lars Kruse, Astrid Krause

Project architects
Lisa Keglmeier, Nastasja Schlaf, Hannes Minner

Assistants
Lukas Witczak, Xiao Qi, Zue Zhang-Ebert

Communication and media design
Atelier Markgraph
Frankfurt/Main

Light planning
TLD Planungsgruppe
Wendlingen

Cupola covering and stage
formTL
Radolfzell

Structure planning
Pfefferkorn Ingenieure
Stuttgart

Climatic concept
Transsolar Energietechnik
Stuttgart

Fire protection
Halfkann + Kirchner
Erkelenz

Stand construction
Display International Schwendinger
Würselen

Gross floor area
13.200 sqm

Work phases acc. to HOAI
1 - 9

Planning start
June 2012

Construction start
08th of July.2013

Completion
03rd of September 2013

Trade fair period
10th to 22nd of September 2013