IAA MOBILITY 2021: Public Brand Space

Atelier Markgraph, Jangled Nerves
© Andreas Keller, Kristof Lemp
© Copterbrothers / jangled nerves
Published in the
Eventdesign Yearbook 2022/23

Description

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.

Details

Agencies
Atelier Markgraph
Jangled Nerves
Client
Mercedes-Benz
Year
2021
City
Munich
Country
Germany
Music
Brandt Brauer Frick; Rival Consoles; Lisa Morgenstern; Stimming × Lambert; Hania Rani

Categories

Industry
Automotive Industry
Location
Open-Air, Pop-Up
Topic
Architecture, Encounter, Light, Mobility, Music, Scenography, Sculpture
Type
Brand Experience, Culture & Art, Public Experience