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At the 2004 Paris Motor Show, Mercedes-Benz underlined the diversity, individuality and vitality of the brand with four new vehicles. The generous booth design placed the fascinating product highlights centre stage. Film, light, music and innovative LED design combined to ensure the real stars were the new cars. A band made of slats ran around the booth, protecting it from its busy surroundings. Inside, crystalline towers shimmered like gemstones. An air of self-assurance and discreet elegance prevailed. LED panels, integrated in the metal facade, created a surprising visual mix of clarity and soft focus. Like the LEDs, the exhibits, screens and graphics were integrated in the towers to become part of the architecture. The innovation, passion and quality inherent in the product personalities united to create a self-assured overall brand appearance.
Kauffmann Theilig & Partner
Atelier Markgraph (Kommunikation)
Frankfurt am Main, Germany
Delux Theatre Lighting (Lichtdesign)