928.000 Vistors265.000 Social Media ContactsGlobal Media Audience: 1.360.000 Mercedes-Benz is the most spotted brand of the IAA 2011. (F.A.Z. Institute)

Mercedes-Benz surprises visitors with a live production on a kinetic media theatre stage. It‘s an unexpectedly young, open and forward looking gesture: Mercedes Next! A 40-metre media-driven strip is integrated in the silver metal facade that defines the architectural presentation of Mercedes-Benz at IAA 2011. The strip accompanies visitors from the foyer on, and forms a spacious stage. The media panels on the theatre stage are arranged behind each other, and move kinetically. The panorama of the LED curtain permits a sense of depth, images shown on the LED panels behind it show through. Vehicles move between different image levels. Media panels, vehicles and people are choreographed as if on a theatre stage. The precise interaction of kinetics, media, sound and light design creates an ever-changing series of new 3D impressions.

With its new compact car models, Mercedes-Benz is penetrating a new segment. The aim is to win new customers, especially younger ones. The auto show production plays a prominent role in the current campaign “Pulse Beat of a New Generation”. How can it help to position the brand as younger, more open, and forward-looking?