Several experience hubs, a guided tour through future urban scenarios, a gigantic media installation framed by the Festhalle's mighty architecture.Beyond the car – The Future of Mobility.
For the third time since 2015, we developed the media design and sound concept for this year’s Mercedes-Benz appearance in Frankfurt, in cooperation with Atelier Markgraph.
The stage concept features a fascinating architectural approach: individual ‘experience hubs’, built adjacent to one another, form a gigantic media installation through the use of LED panels mounted on their reverse.
The visitor is first led through these hubs – all of them are dedicated to current topics like sustainability, smart city and mobility concepts. After leaving the last hub, the visitor finally ends up on the main stage – to be overwhelmed by the giant media installation: ‘The Big Picture’.
For this installation, we developed an elaborate city environment, in which four different themes follow narratives based on electromobility and Big Data. Live performances blend with footage depicting everyday encounters between people and products – the so-called 'casual moments' produced by Raid Films.
During the 30-minute show, the viewer travels from a location in the countryside, to a large square in the middle of the ‘Green City’ …
... then the viewer experiences the energy that pulsed through the ‘Night City’s streets to finally arrive in the ‘Cloud City’ – an abstract representation of urban digital infrastructure.
After completing this journey, the lights in the Festhalle are blacked out. Time for the highlight show on the main stage: the world premiere of the Vision EQS show car – a first milestone in Mercedes’ exploration of electric mobility. Our aim was to create highly aesthetic analogies between the vehicle’s interior design and its initial sources of inspiration – maritime and aquatic worlds.
In addition to the main stage, we’ve been in charge of one of the hubs: the 'Responsible Hub'. Built as an interactive and immersive stage, the visitor can experience a guided tour through future urban scenarios.
Due to the fact that these scenarios are based on prognosis, we created an abstract, graphic 3D model that is able to change its shape into detailed visions of prototypical urban places. Thus, the visitor can experience selective time jumps to a near future in which quality of life and humans are re-centred.
The highlight of the 'Responsible Hub' is the so-called 'Big Moment'.All LED walls play together in an orchestrated, immersive and graphic choreography.
These graphic worlds refer to the topics covered by the guided tour: Electric Mobility, Intermodal Mobility, Cooperative Mobility and Autonomous Mobility.
The soundtracks and sound FX were written and produced by us as well.
For the ‘City Moments’ on the main stage, we chose a rather atmospheric approach. Starting with a peaceful and dreamy ambiance for the ‘Green City’, the music evolves into a noir-drenched soundtrack for the ‘Night City’ and rumbles through sub-bass into the‘Cloud City’ ornamented with otherworldly pads and abstract ‘glassy‘ sounds.
For the world premiere of the 'VISION EQS' we composed a rhythmic song with a mysterious undertone – perfectly suited to the underwater content – which closes in an epic finale.
'Micro Macro’ created a playful atmosphere through the use of chopped up vocal recordings combined with laidback percussion elements.
For the ‘Big Moment’ in the ‘Responsible Hub’ we wrote a piece with an abstract and digital aesthetic, which is characterized by its unpredictable musical structure.
Listen to the featured compositions below:
project: Mercedes-Benz IAA 2019 – Media Design 'Big Picture' & 'Trust Hub'client: Atelier Markgraph, Frankfurtconcept for media content and presentation: Atelier Markgraph & MONOMANGOcreative direction MONOMANGO: Lois Kainhubermusic concept & direction: Olivier Fröhlichcreative producer: Veith Michel3D Visualisation: Tim Stolzenburg
art direction / lead artist: nino MattheyMotion design & CGI: Jonathan Margies, Hugo Moraismusic composition & SFX: Olivier Fröhlich, Simon WalbrookFilm production 'casual moments': Raid Films
Art Direction / Lead Artist: Jan WeberMotion design & CGI: Yves Yates, Helmut Breinedermusic composition & SFX: Olivier Fröhlich, Jan Siebert, Simon Walbrook
world premiere Vision EQS:
Art Direction: Julia ParchimowiczMotion Design & CGI: Fabio Medrano, Michael Tan, Amando Rosalesmusic composition & sfx: Olivier Fröhlich