Trade Fair Stand Automechanika Frankfurt

World premiere for the Hydraulic Hoist Ballet

Highlight and eye-catcher at the Automechanika, the leading international trade show for the automotive aftermarket, was the hydraulic hoist ballet, an installation which Milla & Partner created for the Mercedes-Benz stand as an intrinsic part of its architecture and communication concept.

Visitors to the fair, as they approached the stand, could already experience the vehicles in motion along the raised platforms. While the ballet along the glass front of the stand clearly defined the brand space, all along the opposite wall, a series of pallet cages dominated the landscape – a 6-meter high and 40-meter wide horizontal surface created entirely from the standardised metal cages used for delivering auto parts worldwide.

Authenticity and closeness to the world of workshops and service partners were the focal point of the concept’s content and design, and could be directly experienced throughout the entire hall. Milla & Partner was responsible for the overall communication concept – from the visitor orientation system, to graphic design and communications-oriented furnishings, all the way through to entertaining live shows.

  • Concept, design, planning and execution of the stand
  • Creation of visual highlights: grid box horizon and hydraulic hoist ballet
  • Development and implementation of live and show formats

In collaboration with raumHOCH, Berlin

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