The new potential of the IAA MOBILITY 2021 – brand staging at two locations

For the first time, the IAA MOBILITY 2021 was held decentrally at the Munich location. In addition to the exhibition grounds, there were other staging locations spread across the Munich city area.
This required two Mercedes-Benz brand appearances – the Open Space and the Summit – which took into account the different needs of B2B and B2C communication and fully exploited the potential of both staging locations.