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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.
Atelier Markgraph GmbH
(Exhibition and Media Design)
Frankfurt a. M., Germany
Kauffmann Theilig & Partner Freie Architekten BDA (Architekten)