IAA Mobility 23 – Urban Experience Lane Brand Staging

At the IAA MOBILITY 2023 in Munich, Mercedes-Benz presented itself with a striking pavilion and brand experience, under the claim “Defining Class since 1886”. The public, brilliantly red setting created by Atelier Markgraph, jangled nerves and team x in the Apothekenhof courtyard of the Residenz building was dedicated in terms of content to the topic of electromobility.

The cuboid building with a densely ramified grid structure stood out with its singular aesthetic and at the same time integrated harmoniously into the historical urban scene. In the evenings, the glowing grid braces and the illuminated pavilion walls exuded a warm and moody atmosphere in the courtyard.

An immersive spatial installation awaited visitors in the interior, placing a focus on the concept vehicle Concept CLA Class. Sound, kinetic light installations and dynamically choreographed LED animations created an intense brand experience. Numerous information stations and dialogue formats invited discussions all about the topic of electromobility. As body and gesture-controlled exhibits, the “Portals” enabled unusual and intuitive interaction. Visitors could navigate through the experience using body movements and immerse themselves in the design, technology and sustainability worlds of Mercedes-Benz.

Guided tours for children, a selfie spot with the huge threepointed star from Mercedes-Benz, as well as the outdoor café also featuring red, invited visitors to linger, experience and share their thoughts. A series of evening concerts with the title “SOUL & CLASS”, which artists such as the Matti Klein Trio from Berlin and J. Lamotta from Tel Aviv took part in, provided a musical programme with urban soul jazz.