Road to the Future – Mercedes-Benz auf der IAA 2007

Trade fair appearance

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.

Client / Manufacturer

Daimler AG

Stuttgart, DE

Design

TLD Planungsgruppe

Esslingen, DE

Atelier Markgraph GmbH (Exhibition and Media Design)

Frankfurt a. M., DE

Kauffmann Theilig & Partner Freie Architekten BDA (Architekten)

Ostfildern, DE