As the inventor of the automobile and history’s most significant auto brand worldwide Mercedes-Benz began opening a new generation of ’brand embassies’ in 2009 in the heart of selected European major cities. The centre focus of the Galleries should not only be on the product, but also on their idea, the lifestyle and their mindset.

Content is conveyed without talking down to visitors. The sign of the booth is a 5,000 sqm membrane ’sky’ in the dome of the festival hall. With its lightweight construction (800g/sqm) and special shape, the Membrane Sky acts as a semi-natural ventilator that reduces the need for additional air conditioning. It reflects the same qualities that Mercedes-Benz engineers build into their vehicles as part of BlueEFFICIENCY: lightweight construction, advanced aerodynamics, and the responsible use of natural resources. Light and media feeds transform the Membrane Sky into a novel communication medium for the messages that flank this turning point in history.

Mercedes-Benz and its products, technologies and themes strike an important chord at the IAA 2009. The brand introduces a new design element never seen before in a trade fair environment: a temporary architecture which is an expression of responsibility and, at the same time, creates a fascinating brand experience.