Mercedes Benz: gaining an overview, learning about novelties, highlights and innovations, encountering the desired product directly – that's how trade fair visitors should experience the Mercedes Benz world of brands. The solution: a trade fair stand that functions like a typical city.

Using tried-and-tested methods, the stand orientation was intuitive and visitors were able to gain an overview of the product range, for example from the raised viewing platform. They also had the opportunity to meet the stars in the central market square.

Naturally, that was also where the world premiere of the new Sprinter was celebrated.

Along Innovation Lane, media-supported exhibits provided information about new technologies, while two further world premieres (Tourismo and Unimog U20) were waiting to be discovered at Hot-Spots. The media stage invited visitors to simply relax and unwind.

The city was framed by a "brand horizon", which subtly communicated the basic Mercedes Benz values.