The brand appearance of Mercedes-Benz at the IAA 2017 creates future-oriented interaction and dialogue formats that encourage visitors to participate. An open, three-storey architecture created space for decentralized communication, which distributes the visitor experience over numerous levels. Digital and physical worlds are connected on these architectural playgrounds, giving an interactive insight into the future of mobility.

In the "CASE City", a visionary urban street scene on the lower level, the future topics "Connected, Autonomous, Shared & Services, Electric" can also be experienced up close. For the first time, visitors can post their experiences with the brand on the LEDs in real time.

As a further highlight of the live communication, the brand presence was transformed into a stage for the "me Convention", which took place over three days in cooperation with South by Southwest (SXSW) at the trade fair and at urban hotspots in Frankfurt. What is new is that the formats of branding and convention are merging into a multidimensional dialogue platform that at the same time transcends the boundaries of the trade fair.