The service summit is the internal service event of Mercedes-Benz Sales Germany. In 2018, the service summit moved to Germany´s digital capital: Berlin. In the former Tempelhof airport, Milla & Partner created a completely new dialogue platform reflected in design, process and event formats.


For three days, the 11,500 visitors and 200 internal and external exhibitors created an inspiring mix of interaction, learning, dialogue and entertainment. The service summit offered a wide range of information and experience for the participants and included an exhibition of several thousand square meters and evening events. With the #SG10, a conceptual new beginning not only took place in appearance and communication design – in an overall holistic approach, this included the hall planning, spatial areas, presentation formats, digital access and branding.


This campus area is the open and versatile centre - the heart of the #SG10. Here, all paths cross, everyone comes together, and the opening and management keynotes take place on the campus stage. The entire campus area is designed in a communicative start-up atmosphere. Starting from the campus stage, a uniformly distributed network of ten TouchPoints extends through the Tempelhof hangars 5.6 and 7. These TouchPoints, built from containers, mark a new spatial format: they give orientation as bright yellow landmarks and form the spatial structure of the exhibition.

Each individual TouchPoint offers an inspiring overview to an important service topic – with impulse presentations and views on digitalization. In the vicinity of the TouchPoints exhibitors offering products and solutions for the respective topic can be found. #SG10 from person to person: experienced service professionals are available as thematic ambassadors to the TouchPoints for direct and personal exchange.

From invitation to entire logistics

A specially programmed webspecial for the #SG10 ensured maximum comfort and efficiency in all areas. Here guests could inform themselves about the program and plan their visit individually: all intra-group and external exhibitors had the possibility to assemble their stand equipment from individually configurable modules that were based on the event design. This enabled a stringent appearance despite individual wishes and needs. As with the past service summits, the complete organisation and handling of the participant and exhibitor management lay in the hands of Milla & Partner.

  • Concept, design, planning and execution of event formats

  • Concept, design, planning and execution of the trade fair space

  • Design Campus Area

  • Design of modular trade fair elements

  • Concept, design, planning, execution and directing of the evening events

  • Coordination with protocol, security and all authorities of participant and exhibitor management

  • Development of all communication measures: claims, displays, exhibits thematic presentations, control system

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