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| Legendary Mercedes Benz Logo |
The Great's Philosophy brand essence as a message OF MERCEDEZ BENZ
All communicated content about the brand as well as aboutproducts and services is focused on the key brand promise,
on the brand essence: “The Best”. The area of tension
between emotion and reason, between heart and mind that
is typical for Mercedes-Benz is developed systematically
in line with the particular topic. In this way, the comprehensive
staging appeals to the senses and emotions and at
the same time impresses with intelligent solutions.
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| Mercedes Benz Exhibition General Stage Curtain Canopy |
Dear colleagues,
The SILVER SHAPE has accompanied us to great success in the last
four years. As a characterising element of the Mercedes-Benz trade
show presentations it was an expression of the rejuvenation strategy
of the brand. With the development of the Silver Flow we
are now starting afresh based on this solid foundation. We have modified
our brand model, and advanced the brand essence in particular.
THE BEST is the key promise of the brand, and the brand delivers on
this promise above all with its products and services. With MODERN
LUXURY we have defined a tonality for every expression of the brand
that ensures an appearance in keeping with the times and takes the
brand to where our customers live. Both of these aspects transport
the new Silver Flow concept to the brand platform that trade fairs
represent.
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| Mercedes Benz Exhibition Special Display With Sales Promotion Girl |
Another key task was to present the Mercedes-Benz brand in
the highly competitive environment of a motor show in a surprising,
superior and powerful style, literally setting a “marque”.
The new trade fair concept, which was launched to great success in
Paris in October 2014, takes all of this convincingly into account.
It expresses the identity of the brand in an authentic and impressive
manner.
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| Mercedes Benz Exhibition Special Display With Sales Promotion Girl |
With Silver Flow we have created a new architectural element that
lends our silver brand colour an impressive physical presence and
elegance. Moreover, Silver Flow merges architecture, media projections
and light staging into a new lively image – that is unique in
the context where it is must be effective.
This handbook is supposed to contribute to ensuring that this effect
is also achieved equally well and to the greatest extent possible in
line with the particular framework conditions at the many B-list and
C-list trade fairs that are being planned and realised worldwide.
It compiles and explains the elements of the new concept, provides
assistance for their implementation and summarizes the standards
that exist beyond the new concept.
With this handbook we want to get you excited about the new trade
fair concept. Let us write the next chapters in the success story
of our trade fair presentations together.
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| Mercedes Benz Pylon Exhibition |
The tonality of the presentation
Mercedes-Benz continues to aspire to be the most successful
premium brand in the automotive industry. To meet the
changing customer requests and expectations, the tonality
of the brand communication does not aim at a traditional
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| Mercedes Benz General Stage Exhibition |
concept of luxury centred on status and prestige
For a new generation, modern luxury is no longer aimed
at “owning”, but at the quality of “being” – that is to say,
at more time, more space and tangible authenticity in forms
of expression and communication.
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| Mercedes Benz Philisophy |
The dominant element of the new trade fair concept is the Silver
Flow, a space-defining ceiling constructed from a large number of
lamellas. The colour silver, the design inspired by the vehicle styling
and its technical-dynamic quality all make it a perfect architectural
expression of the brand.
But Silver Flow is more than just brand architecture. It is integrated
into the overall staging of the particular trade show stand and as
a result of the lighting and media design transcends the boundary
between reality and virtual world. As an animated flow it is part of the
media projections and structures individual thematic and product
chapters, and visually calms the entire stand by rounding out the
constructed flow in terms of media projections.
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