In order to grant specialist and economics journalists an exclusive glimpse behind the scenes of the development work of Mercedes-Benz Trucks, in 2018 the company issued invitations to the “FutureLab@Mercedes-Benz Trucks”. At the sector information center in Wörth am Rhein, workshops and intensive discussions were set up to provide information about the visions of the company and introduce the forthcoming world premieres as part of IAA.
Instead of passive presentations, around 100 guests were invited to become proactive participants. Via an online tool, the journalists could put together an individual daily schedule in advance from the theme workshops on offer. A wide variety of didactic methods was used consciously in the individual workshops with specialists from Daimler AG, in order to involve the guests as intensively as possible. In the interests of a dynamic, activating and modern atmosphere, the appointed agency mud avoided room dividers in the 24,000-square-feet hall and created a casual event space. Through the complementary use of silent conference technology, the idea was to realize an open working world and the character of a future workshop. The catering area only separated off visually offered space for individual discussions and networking beyond the workshops.