GRAFT’s stand design for Mercedes and Maybach sought to embody the brands’ prestige and self-confidence and marked a radical new approach to their commercial exhibition design. Its large, free-flowing forms replaced the small-scale fragmentation usually found in trade fair stand construction.
Central to the design, and clearly visible from all distances and angles, is the undulating skyscape that seems to float above the display area.
This representation of the sky, which connects the Mercedes and Maybach stands, creates an atmosphere of expanse and lightness—a breath of fresh air.
The structure’s lines and formal vocabulary are inspired by the contours typical of the Mercedes brand, while drawings and graphic elements of Mercedes vehicles provide inspiration for the skyscape and the design of the wall elements. Thus, the visual language and general design principles of the brand are reflected in the stand’s floor plan, its contoured ceiling and the vertical wall sections.
All functional spaces are integrated in the rear wall of the stand: the store, meeting room and office areas are all positioned at varying angles relative to the presentation area and separated from it. The openings they create transform the lines of the stand into a frame for viewing the vehicles on display.
As far as was possible, the techniques used in constructing the stand were based on production methods used in car manufacturing. Through serial production and the development of modular dimensions, this untypical exhibition stand concept was made both feasible and economically viable.