Mercedes-Benz Service Summit #SG10

In 2018, the Service Summit was held for the first time in Berlin by Mercedes-Benz Sales Germany as an internal event series. A new dialogue platform was created at the former Tempelhof airport in cooperation with Milla & Partner. The event format along with the design and procedures were completely newly thought out and offered a wide range of information and experiences spanning several thousand
square feet. 11,500 visitors and around 200 internal and external exhibitors were part of a three-day exhibition with evening events.

The new concept constituted a clear break with old formats: doing away with carpeted floors and chic trade fair stands in favour or rawness, improvisation and openness. A striking, reduced and open spatial design created a communicative, casual atmosphere. Containers in the hangars 5, 6 and 7 served as touchpoints and provided orientation as brilliant yellow objects. In the center was the open and flexible campus area with a stage. A specially programmed web facility was a new addition, designed to offer visitors and exhibitors the greatest possible convenience and efficiency. Guests could find information about the program in advance and plan their visit. Exhibitors had the possibility to put together their standard model out of modules that could be individually configured. Individual requirements could therefore be combined with a uniform image.