Client company:
Messe Muenchen GmbH and VDA - German Association of the Automotive Industry

The Event

IAA MOBILITY is the leading global plattform for mobility of the future. It applies innovative concepts for B2B and B2C to experience and discuss mobility solutions (trade fair grounds and city center

In order to cater to the changed needs of our new, expanded target group, the technology-driven cross-industry mobility stakeholders, we felt the need to re-invent the concept of tradeshows per se – by turning it upside down and creating a new holistic mobility industry event. Thus, we designed a mobility show, that fits into today´s changed reality, shaped by climate-change and sustainability efforts, social movements and the digital shift. The exhibition area was no longer limited to trade fair grounds: The entire inner city of Munich was turned into an additional event space in order to make the new mobility concepts as tangible as possible for the general public. To encourage thought leadership and collaboration instead of a pure brand self-staging, we limited the sqm-size per booth and created additional content-driven engagement opportunities. Furthermore, we went all hybrid with the onsite event to extend the range of event experience digitally and reach a wider target group.