Munich | With dazzling LEDs, immersive storytelling, and spectacular design, Mercedes-Benz has crafted a meticulously planned experiential journey in the inner-city area of the IAA Mobility show.
Mercedes-Benz at IAA: A Star-Studded LED Experience
There’s a magnetic pull to the Mercedes-Benz open-space area at IAA Mobility. And it’s not because of its setting in Munich’s Residenzgarten. Instead, it’s the stand design itself – a carefully orchestrated journey that draws visitors in and guides them step by step through the experience.
The entrance sets the tone: a larger-than-life model of the new radiator grille, with even the iconic star crafted from LEDs. From here, a staircase leads to a gallery offering a sweeping view of the central space. Another staircase takes you down into the heart of the experience – where the real storytelling begins.
Here, Mercedes goes full throttle. LED installations and Formula 1-level content create an immersive environment that left invidis deeply impressed.
Three models take center stage: the all-electric GLC flagship, the CLA Shooting Brake, and the AMG GT XX concept car. Each is framed by its own uniquely shaped LED wall. The content may differ in form, but it’s perfectly synchronized across all three displays, uniting the space with a single powerful message while still keeping the spotlight on the cars themselves.
Emotion First
The experience is amplified by dramatic lighting rigs and a reflective floor that doubles the visual impact. While smaller displays and an interactive table provide additional insights, they’re easily overshadowed by the spectacle in the main hall. Outside, a handful of model cars extend the storytelling, clearly separating the immersive experience from the more informational exhibits.
To round things off, visitors can step into a virtual reality setup, exploring the latest vehicle features through a lifelike model.
IAA Open Space invidis Check – Mercedes-Benz
- Signage High: A grand, cinema-like presentation with a clear narrative path.
- Signage Low: The small displays at the entrance struggle to stand out against the main stage.
- Favorite Detail: The concept car was left uncleaned after several record attempts – a storytelling twist that first surprises, then resonates even more.
