Multistorey implementation for Mercedes-Benz in Frankfurt
In 2019, for the fifth time running, we ensured that car company Mercedes-Benz made an imposing entrance at the IAA. As international fair construction specialists, we created a fair presence at the highest level, converting the Frankfurter Festhalle into a must-see for every visitor to the leading motor show, the IAA. As expressed through the architectural designs by Stuttgart architectural office Jangled Nerves, this year the real and virtual experience of the mobility of tomorrow stood in the foreground. The impressive indoor fair stand was built of around 750 tonnes of steel, offering visitors extensive space to learn, try – and be amazed. Alongside large-scale media installations that appeared to float across all levels, we created an absolute eye-catcher this year: a glass skywalk, 14 metres up. As entryways into the customer experience, escalators chauffeured the visitors to the upper levels.
The entire fair stand was designed as an exclusive multimedia show on the theme of “beyond the car”. The markedly reduced number of vehicles present over its 6,300 square metres offered more space for digital, interactive and live experiences for the motor enthusiasts. These included so-called in-car gaming, where interested participants were able to drive along a virtual Formula E racetrack. Four exhibition areas were dedicated to four fields of mobility in an urban context. Here, unusual design details such as shimmering ceiling sculptures and LED surfaces in various sizes also contributed decisively to the storytelling for the entire fair presence.
Alongside the Mercedes-Benz exhibition halls, DISPLAY INTERNATIONAL also realised designs by the Agentur für Markenträume for the Mercedes-Benz Bank presence in the external area of the IAA. Including a terrace, the fair pavilion offered a wide variety of information over 1,500 square metres and also served as an event centre on various evenings.