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

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.

The focus of smart’s appearance at the show in the Forum in front of the Festival Hall is on the new smart fortwo cabrio. The individualisation range smart BRABUS tailor made also plays an important part. The architectural framework for the brand presentation is taken up by the hallmark smart tridion cell as a space-defining metaphor. The framing architecture also divides the stand into various themed areas – Individuality, Mobility, Technology and Design. The brand values Innovation, Functionality and Joy of life are to the fore here. There is the potential for discovery in all areas. Design spy cases and interactive exhibits invite the guests to become better acquainted with the smart brand and its mobility concept.

Fun in the City awaits the International Motor Show visitors in the outside area, where they can test the manoeuvrability and agility of the new smart in a smart City Trial. In the smart Lounge Area the load compartment concept of the smart forfour can be playfully experienced, whilst the smart forgigs, a cooperation between JBL and smart, provides the Sound of the City.

In total Mercedes-Benz Cars is presenting around 100 vehicles in Frankfurt, including several world premieres:

A further significant show premiere is the new Mercedes-Benz GLC. The GLK’s successor is being shown to a large audience for the first time. As the GLC 350 e, the mid-series SUV not only represents the comprehensive SUV initiative from Mercedes-Benz, but also the rapid extension of the range of PLUG-IN HYBRID vehicles.

A new host of equipment for the Mercedes-Benz V-Class injects additional individual notes and thus make the MPV an attractive proposition for further target groups. It can be ordered with the AMG Line equipment from the end of 2015. The striking design elements of the performance and sports car brand Mercedes-AMG comprise restyled front and rear aprons, profiled side sill panels and AMG 19-inch light-alloy wheels plus an additional spoiler lip. The AMG bodystyling emphasises the unique, progressive design of the V-Class to an even greater extent and at first glance signals sportiness and dynamism. At the same time, with further new equipment features the high level of comfort in the V-Class can be enhanced yet further. The options include the panoramic roof, the large centre console with an integral refrigerated compartment and LED-illuminated thermo cup holders, two iPad^®holders in the rear and the climate control for the rear seats.

Mobile added value with multimedia content on vehicles and show cars comes courtesy of the specially developed “Mercedes-Benz IAA App 2015”. Via a search function, all of the Mercedes-Benz vehicles presented at the show are easier to find. Interactive hall plans also help with orientation. With exclusive download material the app also provides yet more added value: the user can load the spectacular images and insights into the design and technology of the premiered vehicles directly onto their own screen.

Even before the show starts the app is available in a preview version for iOS and Android in the respective stores. The final information will be released at the start of the IAA. Show visitors have the opportunity to download the app directly onto their mobile phones free of charge in the Festival Hall.

“My Guide”, the interactive travel guide from “Mercedes me”, can be experienced in many places in Frankfurt during the International Motor Show: ten on-trend locations, including bars such as “Maxie Eisen” and “The Parlour” plus the “Jumeirah” hotel are recommended to “Mercedes me” users, with concerts and culinary evenings as lifestyle events during the period of the show. Tips and routes are available to download for use in the vehicle. Anyone can browse online, share items of interest with friends on social networks or upload their own images and contributions. “My Guide” thus forms part of the International Motor Show’s innovative fringe programme.

With the initiative “DigitalLife@Daimler”, Daimler is shaping the digital future. The fusion of the virtual with the real world can be experienced in many sections of the stand – for example through online services like “My Guide” and the mobility platform “moovel”. Those wanting to find out more about “DigitalLife@Daimler” can also approach the Personnel Marketing employees on the stand.