JANGLEDNERVES, Stuttgart / DAIMLER / 2013
A grandstand was built in the middle of the Mercedes-Benz stand to afford visitors excellent views of this world premiere. It also served as a staged entrance to the trade fair presentation.
The silver, polygonal “brand ribbon”, a hallmark of the Mercedes-Benz trade fair architecture, makes a smooth transition into a large-scale, ceiling-high LED display. This puts the stand dynamically in motion and gives room to many emotional cinematic moments. Architecture and audio-visual media merge to create a brand experience that blurs the distinction between real and virtual space. Other topics and special exhibition areas can be found clustered around the central grandstand.
During the highlight film the entire trade fair stand transforms into a nocturnal urban set that captures the dynamics of driving. The five vehicles displayed on the stage appear to race through the city, and the very next moment the viewer's gaze is caught by fascinating details. Time lapse, driving footage, trick layers, music and lighting orchestrate a 4' brand experience that is immersive and impressive. Finally, the stand converts back to being a meeting place in keeping with the brand.
PHD TAIWAN, Taipei
SCHOLZ & FRIENDS, Berlin