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Mercedes-Benz Cars at the 2015 International Motor Show in Frankfurt: Dream car and DigitalLife

Stuttgart/Frankfurt - The Mercedes-Benz C-Class Coupé and Mercedes-Benz S-Class Cabriolet world premieres are the highlights of the "Mercedes Dream Car Collection" at the International Motor Show in Frankfurt.

The defining feature of the appearance by Mercedes-Benz Cars, traditionally located in the Festival Hall directly at the main entrance to the exhibition site, is the "Silver Flow" – a dynamically shaped large-scale sculpture consisting of silver slats. Daily live programmes at www.mercedes-benz.com show the highlights on the Mercedes-Benz stand.

The free-standing steel construction of the Frankfurt Festival Hall forms the horizon for the exciting Mercedes-Benz brand architecture at the Motor Show: the technically sculptural Silver Flow appears to float weightlessly through the hall, which is over 100 years old. Even on entering the Festival Hall, visitors experience the multifaceted nature of the Mercedes-Benz brand worlds showcased there. An escalator in the open central room takes the visitors from the live stage to a height of 13 metres.

   

The themed rooms along the route are architecturally varied: from the character of a pit lane at Mercedes-AMG through the cosy atmosphere at Mercedes me to the luxurious spaciousness beneath the dome at Mercedes-Maybach. The balustrades to the central room offer numerous seats and areas for standing as in a stadium, for whiling away the time with exciting views of the "Mercedes live" stage show.

The entire route is accompanied by the sculptural Silver Flow. The play of light creates dynamically fluid atmospheres in the room. The Silver Flow comprises over 400 individual slats which, arranged next to each other, add up to a length of over two kilometres. The new Mercedes-Benz show concept with the Silver Flow celebrated its premiere at the Mondial de l’Automobile in Paris in 2014. Through the flexibility of the slat structure the brand image can be adapted to the individual trade fairs with a high recognition effect.

Around 150 employees have been working for a year on planning and realising Mercedes-Benz's appearance covering more than 9000 square metres. Some 850 tons of steel, over 230 kilometres of cabling and some 4500 lights have been installed in the Festival Hall, for example.

When walking through the exhibition, visitors experience vehicles and services up close and personal. The Mercedes-Benz employees are keen to speak to them and are open to dialogue. It is not just in a large exhibition area on the theme of Mercedes me that the visitors are the centre of attention. From here they can also interactively become part of the media installation.

The live idea also shapes the on-stage showcasing. A camera technique familiar from sports and show broadcasts brings unexpectedly dynamic pictures to the media space. Coupled with vehicle movements, live participants and kinetic elements a new type of real-time showcasing is created.

Photo: Daimler

(Sep 08, 2015)


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