Progress Begins with an Idea - Mercedes-Benz at the IAA 2003


Client: DaimlerChrysler AG, Germany

"Mind boggling!" No discussion was needed as the jurors unanimously voted to award the Gold IDEA to the Mercedes Benz brand presentation at the 2003 Frankfurt International Auto Show. This out-of-the-ordinary experience set the brand apart from the competition.

  • The interplay of architecture, communications, lighting and graphics conveys the innovative strength of the brand.
  • Innovative LED technology was used to create feed media to a shutter-blind facade whose overall length of almost 1,600 meters contains around 47,000 pixel blocks.

"The dynamic architecture reflects the technological confidence in the Mercedes brand and the bold display communicates an immediate, appropriate aura to the product. A creative usage of LED adds depth to the display and portrays technology and innovation. The display draws visitors with the intrigue of horizontal blinds." - Amy Hiroshige, IDSA, Manager Design, Mitsubishi Motors Design America

Contact: Stefanie Rauleder,
DaimlerChrysler AG, Germany

Credit: Kauffmann Theilig & Partner Freie Architekten BDA, Germany; Atelier Markgraph GmbH, Germany; Design Hoch Drei, Germany: and TLD Planungsgruppe GmbH, Germany