The future of trucks.
Mercedes-Benz booth concept for IAA 2014
The start of a new perspective
The Future Truck 2025 was the top highlight for Mercedes Benz at IAA. The technological vehicle exhibit also served as a projection screen for trade fair media and pressing technological topics. From here, the architectural and graphic forms emerged.
The tech lane is the access road of the fair booth. The exhibits are placed in accordance with the story and their relevance to the associated product. Therefore, IAA visitors could sort the relevant future and technology topics for their product universe, while gathering insights into the technologies of the future available today.
The holistic design concept concisely and dynamically presented individual exhibits, information stations, a digital guidance system and architectural and form language in order to embody the leitmotif “to the future.” The exhibit contents are placed in the limelight to make interesting information easily accessible. The crystalline objects are highlighted through lights and kinetics, providing them with a high-quality look and feel and reinforcing the exhibit’s tech appeal.
The digital applications within the exhibits correspond with three-dimensional attention-grabbers to make content for each individual Mercedes technology easily accessible. The user-experience design is based on the primary design language and explains Mercedes innovations through interactive films. In expert mode, an announcer can be turned on to provide additional content.