Mercedes Next! A Kinetic Media ProductionMercedes-Benz at the IAA 2011A 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.