"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.