모토쇼를 다시 한번 프랑푸르트 페스티발 홀에서 전시한다.
이번 부스에서 벤츠는 125년 전통과 다음세대를 위한 차세대 자동차를
1200제곱스퀘어미터 공간안에 아노다이징과 브러쉬 처리를 한 실버 알루미늄
을 이용하여 조각같은 밴딩으로 그들이 이루어 놓은 역사와 미래의
비젼을 이야기 한다.
이미 벤츠에게 german sliver는 메르세데스 벤츠를 대표하는
압도적인 다크블루와 실버컬러의 매칭은 시퍼런 칼날 같은
예리함과 고고한 뉘앙스를 풍긴다.
reviewed by SJ
Architects: Kauffmann Theilig & Partner Freie Architekten BDA
Location: Frankfurt am Main, Germany
Project Year: 2011
Project Area: 10,800 sqm
Photographs: Courtesy of Kauffmann Theilig & Partner
An original image awaits visitors upon entering the historic-domed space, continuing the creative tradition of Mercedes-Benz at the IAA: along the longitudinal axis of the Festival Hall, visitor ranks on the north side and a vast stage on the south side are sharply juxtaposed. Both rise up, reaching towards the suspended midnight-blue dome.
Along the side of the stage spans a 1200 m2, silver anodized and brushed aluminium sculptural band with the Mercedes-Benz trademark. In the center of this sculptural band lies a staggered, kinetic media stage from which a continuous display-cycle of drama arises. A 40×12 meter, 4 megapixel LED installation bears the central theme of the exhibition space, an animated pulse, giving rhythm to the visitor experience before the unveiling of vehicles.
From the entrance of the Festival Hall, visitors steadily rise to a height of 15 meters by escalator, where a breathtaking view over the entire exhibition awaits. From there, a nearly 650 meter route, through intimate, terraced spaces, return visitors to the ground floor. An optimal view of the media stage was intentionally designed through the entire experience. On all exhibition floors, the glass railings, long edges, and built-in seating areas open new vistas and perceptions for visitors, who can leisurely move between the show on one end and information on the other. On all three levels, visitors experience well-structured and clearly arranged vehicle areas, historical artefacts and media installations.