Mercedes-Benz "The Road to the Future – Mercedes-Benz at IAA 2007"
Credits Corporate Name of Client: DaimlerChrysler AG Design Company: Atelier Markgraph, Frankfurt/Kauffmann Theilig+Partner, Stuttgart Lighting Design: TLD Planungsgruppe Construction: Ernst F. Ambrosius & Sohn
Basic description of the project: At IAA 2007, the historic Festhalle becomes a high-contrast skin in which Mercedes-Benz presents its drive towards zero-emission mobility. Beneath the dome is a 50-metre media-fed road. This ’Road to the Future’ provides a ’carwalk’ for forward-looking vehicles and technology, orchestrating a 3D choreography of film, light and sound and forming the hub of the surrounding brand exhibitions. In ’TecTalk’, Mercedes-Benz engineers give visitors straight answers to their questions. Three communication levels, one message: fascination and responsibility for environmentally friendly mobility.