Mercedes-Benz Dialog-Plattform IAA 2017

Mercedes-Benz Dialog-Plattform IAA 2017


At IAA, the Mercedes-Benz showcase anticipates tomorrow’s brand communication model. The open three-storey architecture creates space for decentral communication across a number of freely accessible levels. On this architectonic playing field, digital and physical worlds combine to create innovative experiences and dialogue formats. For three days, selected areas were turned into a stage for the »me Convention«, with a speaker list of over 150 international visionaries and lateral thinkers.

Statement of the jury

The Dialog platform is a decentralised level of communication with a very sophisticated design that deepens the immersive experience of the trade show stand once more in terms of content.


Excellent Communications Design
Fair and Exhibition



Atelier Markgraph GmbH