Dialogue and action: Designers present their work and interact with visitors
Live-Taping of car silhouette
smart ed is connected to Mercedes-Benz research communication
Contribution: Collaboration in the concept development and graphic production management for the entire appearance of Mercedes-Benz on the IAA (International Motor Show Germany) on 10,000 sqm.
Agency: Atelier Markgraph (exhibition, media design)
Architecture: Kauffmann Theilig & Partner
Client: Mercedes-Benz
Photos: Andreas Keller
Communicating a new era of mobility. The environmental performance and efficiency of Mercedes-Benz vehicles is presented in a fascinating way by the installation of a membrane "sky" in the dome of the Frankfurt Festhalle. This uncompromising piece of exhibition architecture is comprised of 5,000 square meters of fabric and reflects the same qualities that Mercedes-Benz engineers build into their vehicles: lightweight construction, advanced aerodynamics and the responsible use of natural resources. Light and media feeds transform the Membrane Sky into a novel communication medium. An escalator takes visitors to the upper level, where vehicles, interactive exhibits and cutway models reflect the themes of comfort, safety, quality, design and sustainability. Designers and engineers present their work and provide in-depth information for visitors. At the end of the circuit stands a fascinating new vehicle – the Mercedes-Benz SLS AMG. Designed specially for this hyper sports car, the dynamic architecture is stage and auditorium in one.
