From concept and communications design to spatial planning, we succeeded in making the trade fair's overarching concept of "Mankind at the middle" tangible. This approach can be seen in and experienced through the architecture. The concept of the trade fair stand was four concentric circular pulses extending out from the centre to define the stand's four areas.
"The Centre" – the heart of the stand for meetings, community and passing time.
The "Performance Lane" – used for service questions, consultation, information and the staging of the spotlight vehicle.
The "Product Lane" – an emotionally resonant product presentation area with eight trucks and oversized image pillars featuring RoadStars.
The "Welcome Lane" – the start of a journey of discovery to be used for first contact, arrivals, welcoming and orientation.
The trade fair stand represents the fundamental symbiosis and inseparability of mankind and machine through seven larger-than-life RoadStar pillars. These pillars feature eight real-life members of the Mercedes Benz driver community – equal encounters showing that behind every truck, there is a real RoadStar.
