The visitors' experience was to be placed in the focus and the appearance was to go far beyond a mere product show. The Open Space was meant to be a cultural contribution and an inviting gesture to the city of Munich as well as the visitors – free of charge and open to the public. The Summit served B2B communication and competent communication of content around the topic of software.

The aim of both brand presences was to make the approachability and the change of the brand tangible. The inviting concept was emphasized in the Open Space with a cultural meeting place and the potential and importance of the public space was utilized. At the Summit, a deep dive into the technology topics was to be made possible and a competent exchange was to take place. The stand, which was built as a network and was accessible and visible from all sides, also conveyed openness.

On the Open Space, an area should be created that fits into the existing historic ensemble of buildings and also reflects the concept of Open Space in terms of architecture and design – open, inviting and light. The idea was also to create a multifunctional space that would include a range of experiences and qualities for the public.

At the Summit, multiple presentations and formats turned the digital world and its services into an intensive field of interaction for the trade visitors. In addition to explainer presentations from the respective development areas, in-depth information was conveyed through the analog and digital exhibits. The stand as a built network symbolizes the transfer of knowledge and the exchange among each other.

The IAA redefined itself as an international automotive trade show with its various locations in a city for brand presentation. From September 7–12, it took place for the first time not in Frankfurt, in Munich – both in public space and in the proven trade fair environment at Messe Munich. Vehicles could be tested in the city on the Blue Lane. The whole city was under the sign of the IAA – the focus was therefore on blending in with the city, seeing itself as a single entity – especially on the historic Odeonsplatz, framed by the Theatinerkirche and the Feldherrnhalle. Expanding this image was the goal of the Open Space appearance. At the Summit, a built network was created that took up the open architecture of the Open Space and thus transported a lightness into the exhibition hall, where thematically a deep dive into the software topics was possible.

What does the future of mobility look like? Answering this question was the aim of the brand's two trade show appearances. E-mobility, connectivity, urbanity and holistic digitization were presented as the key to sustainable and resource-saving driving. Consumers and visitors were shown that this does not necessarily mean having to do without, but that resource-saving mobility is also possible in the luxury segment. The brand thus strengthened its pioneering role and presented its sustainability strategy in a tangible and comprehensible way.