Mercedes-Benz – GTE Dresden „The Open Campus“

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.