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Mercedes-Benz – GTE Dresden „The Open Campus“



Fair Dresden, Ostra-Park




10,000 sqm built-up area.
Over 12,500 employees from 71 markets

Special feature

Expansion of a listed building. Award: BrandEx Gold Award, category Employee Event/Employee Motivation

The task

The Global Training Experience from Mercedes-Benz has been a successful format for years, enabling the international sales and distribution team of the Stuttgart-based automotive group to gain detailed knowledge of the group’s new models in a two-day training course. And this is done both in theory and in practical driving sessions. The Düsseldorf agency stagg & friends is responsible for the conceptual content. Together we develop an adequate architecture and equipment concept to create lasting experiences for the participants.

The Artlife solution

The motto “Open Campus” needed a lot of space to get the necessary spatial open character. Thus, opening, workshops, communication, training and exhibition areas, as well as the catering area were distributed over more than 10,000 sqm. In addition to some of the halls of Messe Dresden, the partially listed buildings of Ostra Park had to be converted within two weeks. For two months, the entire campus was designed like an oversized, walk-in interface. The opening area conveyed an initial feeling of what it means to be an active part of the digital movement in retail. The so-called LEARNscape offered the opportunity to put together an individual digital learning path according to personal learning goals.

According to the motto “Enter the Grid,” a digitized, immaterial architecture in the buildings guided visitors through the Open Campus’ diverse subject areas. However, the Grid could also be experienced haptically. In every workshop and in all catering areas, the stylish steel elements from our own locksmith’s store could be found. In the EQ City, the future of electronic mobility from Mercedes-Benz could be experienced, including a drive experience starting in the hall. An MBUX Cinema provided information about all the new features of the user-specific multimedia system. The training course in the AMG area was completed by the sporty Driving Performance.

Your contact:
Verena Finke-Totzek

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