"Road to the Future"

TecDay // Mercedes-Benz

It was a fasci­nating trip into the future of mobility to which Mercedes-Benz invited inter­na­tional media and multi­pliers for in the summer of 2016. In one of the halls of Stuttgart fair, the guests were able to delve deep into current and future drive solu­tions by Daimler ...

It was a fasci­nating trip into the future of mobility to which Mercedes-Benz invited inter­na­tional media and multi­pliers for in the summer of 2016. In one of the halls of Stuttgart fair, the guests were able to delve deep into current and future drive solu­tions by Daimler - compre­hen­sively for passenger cars, vans, trucks and buses.

The core of the TecDay “Road to the Future” consisted of a multi­func­tional exhi­bi­tion and expe­ri­ence world - with three topical islands for the different drive concepts as well as one area for super­or­di­nate solu­tions. All compo­nents of the drive strategy were explained and illus­trated in a clear and struc­tured way. The three main sections were designed as equally large, round exhi­bi­tion areas with wall elements and exhibits. This way, it was also demon­strated in an archi­tec­tural way that Daimler promotes equally the devel­op­ment of all drive solu­tions. The linking element was a central area serving for the press confer­ence as well as a working and catering area in the middle of the tech­nology exhi­bi­tion. Above this area, a ring struc­ture with a large-scale branding provided orien­ta­tion and a bold messaging value.

The ring with a diam­eter of 21 meters and roughly 63 meters circum­fer­ence was imple­mented in a slanted hanging construc­tion. Towards the entrance of the fair hall it was hanging higher than at the back in order to symbol­i­cally open up for the guests and to under­line the dialogue orien­ta­tion of the format.

The key messages were presented on diverse commu­ni­ca­tion chan­nels - exhi­bi­tion texts and graphics, tech­nology exhibits and expert talks, inter­ac­tive appli­ca­tions, speeches and their visu­al­iza­tions, as well as the possi­bil­i­ties for addi­tional test drives.

This set-up was included into the Daimler Design Navi­gator as “best prac­tice” - and thus, joins the ranks of show­case events such as the Daimler general meeting and the annual press confer­ence.

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