IAA MOBILITY 2021: Public Brand Space
On the occasion of IAA MOBILITY 2021, Mercedes-Benz presented itself with a free of charge, public brand space on the Odeonsplatz in Munich. The two-storey platform nestled among historical buildings offered a showcase for culture, art and the presentation of e-mobility.
The walkable, planted roof was the starting point for visitors, as a viewing platform and as a strolling promenade with analogue exhibits providing information about the sustainability goals of the brand. The platform, being kinked in the middle, formed two separate areas that were used for the brand presentation. Apps offered further information about the products and services as a digital extension.
A large, floating art sculpture measuring 24 by 21 metres by Janet Echelman spanned the building. Under the name “Earthtime 1.26 Munich – presented by Mercedes-Benz”, the net symbolised our networked ecosystem. In the dark, the lighting design gave the sculpture the appearance of an organic entity.
The brand space was transformed into a music stage in the evening, inviting visitors to a series of concerts called “Artificial Soul presented by Mercedes-Benz”. A fascinating interplay and rich experience were created by the sounds of the neoclassical artists Brandt Brauer Frick, Rival Consoles, Lisa Morgenstern, Stimming × Lambert and Hania Rani, together with the lighting design above and on the media display.