Fascination Mercedes – Mercedes-Benz at the IAA 2013
Award: Graphite Pencil
Graphite Pencil / Branding / Brand Experience & Environments / 2014
Never before has Mercedes-Benz had a portfolio that is so diverse and up to date, and so forward looking in terms of technology and style. Celebrating that fact is the key task for spatial design at IAA 2013. The Festhalle is the setting for a medial stage set that can be viewed from three sides at different heights. Like a black crystal in a jewel case, it lies amid an exhibition architecture in light colours. On this 3D stage, the cars appear like stars and perform their individual pieces. A tracking system synchronises the real-life car movements with the film sequences that accompany them.
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