Ahead of time
Daimler AG, Stand at IAA Commercial Vehicles, 2016
Connectivity is the dominant topic within the motor industry. Daimler showed what opportunities digital networking has to offer in the area of commercial vehicles through its wide range of services customized for Trucks, Vans and Buses. In addition to presenting products and their customer benefits, MUTABOR division was asked to create a cross-divisional interbrand atmosphere of »creativity«.
Commercial vehicles must meet the demands of all sorts of industries. The common denominator is the time efficiency factor – after all, time is money. The phrase »Ahead of time« – technologically speaking – reflects the fact that Daimler AG products offer customers a considerable time saving. The metaphor of »time« made the overall theme of »connectivity« tangible. An impressive media ring of just under 300 m in diameter transformed the stand into a gigantic clock face. The media ring impressively presented the concept of time in the constantly changing atmosphere of the stand, with its 65 vehicles and over 30 exhibits.
Its exclusive use of IAA halls 14 and 15 allowed Daimler to house its multi-brand stand under one communicative and structural roof. Two stages – at 9 o’clock and 12 o’clock – set the pace for the presentation. While the shows explained the innovations developed by Mercedes-Benz Vans and Trucks emotionally and in large images, a wide range of interactive exhibits allowed the themes to be explored in a direct dialog.
ROAD EFFICIENCY TRUCK The Road Efficiency Truck combined different technologies to maximize the deployment times of trucks in long-distance transport. For the exhibition, the truck was turned into an accessible super-sized exhibit. Like the stage shows, the permanently moving truck was the leitmotif for the interactive film presentations.
Technology Communication in Dialog: At over 30 exhibits, presenters explained the contents of the stage presentations and discussed these with visitors.
Presentation and Show: The skillful scaling of transparent LED surfaces allowed holographic effects to be used on an impressive scale. The permanently moving truck was thus able to drive in the digital space as well as on the road.
Conception, Scenography, Event communication, Film production, Motion design, Exhibit development
Architecture: Kaufmann, Theilig & Partners