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Road to the Future – Mercedes-Benz auf der IAA 2007 / Trade fair appearance

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

Discipline: Interior Architecture

Discipline: Interior Architecture

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

Daimler AG
Stuttgart, Germany

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Design

Atelier Markgraph

Atelier Markgraph GmbH
Frankfurt a. M., Germany

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Design

Kauffmann Theilig & Partner

Kauffmann Theilig & Partner Freie Architekten BDA (Architekten)
Ostfildern, Germany

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Design

TLD Planungsgruppe

TLD Planungsgruppe
Esslingen, Germany