Trade Fair Stand IAA

A strong signal for mobility transformation

With the opening of its doors in September 2021, the IAA MOBILITY will set a milestone in mobility transformation - highlighting alternative transportation concepts and advocating climate-friendly and connected mobility.

As driver and partner of this transformation, Bosch makes a strong statement with four booths at the fair. Milla & Partner designed a holistic approach that describes this new path to a mobile future symbolically and sustainably. At the trade show, Bosch will demonstrate its contribution to the current transformation and how it participates in shaping the new age as a stable partner to mobility providers and OEMs: sustainable, safe and inspiring. To this end, Milla & Partner created a design that sets technologically forward-looking, architectural and conceptual new accents.

A new era is dawning with the IAA MOBILITY 2021: Not only because the International Motor Show attempts to meet the mobility revolution with a new location and a new concept - the event will also leave a formative impression on the trade show industry: After all, the IAA MOBILITY is the first major event after the pandemic-related break. The Summit (international industry meeting on the future of mobility at the Munich exhibition center), the Open Space (public stage for new mobility concepts in Munich's urban space), the Blue Lane (test and transfer track between Summit and Open Space) and the Conference (to complement the content) will not only address new exhibitors and new target groups, but also make new topics and technologies accessible.

„We designed a coherent overall presentation of four booths with which Bosch can unleash its transformative power and present itself as a strong partner to the trade audience. The public will experience a strong vision of different mobility concepts as well as an inspiring path to electromobility.”

Tobias Kollmann, Chief Brand Officer, Creative Director and Partner

Pointing the way – Moving forward

As tangible motif for change, Milla & Partner chose the shape of the "delta". It can be found in different forms in the four trade fair stands. It symbolizes dynamism and the future, but also stands for the circular economy and so for ecological, economic and social sustainability. By cutting through the rectangular stand area, this triangular shape on the "Summit" - the B2B platform of the IAA MOBILITY - not only formulates an architectural gesture, but also creates various areas that will be used for different dialog formats. The focus here is on conveying topics to specific target groups and enabling quality encounters.

The direction of the incisive triangle points to a sustainable future: Vertical wooden slats open the view into a green stand center. In different densities, the slats form sometimes public, sometimes more protected spaces. In the open area, the highlight exhibits are shown to their best advantage, flanked by a large, integrated LED wall. In combination with the permeable wooden slats, a delicate but equally powerful architectural language is created.

In addition to climate-neutral action, Bosch attaches great importance to resource-saving construction methods with its new architectural concept. The wooden lamella structure is designed for multiple use. The trade show concept not only takes the protection of the environment into account, but also that of the visitors: Following the principle of "gently guided, gently divided," the stand is designed for pandemic conditions, provides clear routing, allows space for distancing, and features a sophisticated ventilation and air-conditioning concept.

Smart and sustainable #LIKEABOSCH

The stand in the Open Space - the B2C stage in the public area - is architecturally dominated by the wooden slat structure, which has already been earmarked for further use. On Munich's Königsplatz, the two-story stand opens up to the urban space and inspires enthusiasm for electromobility and connectivity. Here, electric and technology-open mobility solutions can be found alongside smart living technologies. Simply smart and sustainable #LIKEABOSCH, in an open and cozy pavilion that vividly tells the story. The roof terrace offers an airy place to escape the hustle and bustle of the "trade fair in the city" for a while. From there, visitors can comfortably follow the program on the main stage. The 225-square-meter stand presents itself as an eye-catcher in the urban setting of the IAA MOBILITY.

Focus on two-wheel mobility

Electric two wheeled mobility can be sampled at the Bosch eBike Hub on Odeonsplatz and test ridden in the Experience Lane. At the booth in the "Bike Hall" on the exhibition grounds, Bosch eBike Systems presents its products in two themed areas "Daily Life" and "Leisure". Both presentations follow the architectural line of the overall design.

  • Stand architecture: Concept, design, layout and implementation planning
  • 3D rendering, visualization
  • On-site construction supervision
  • Communication measures: Concept, draft, content, design, final artwork, production supervision

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