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Mercedes-Benz A-Class

Global Training Experience A-Klasse


FECOEV Exhibition Centre, Ibiza
Hard Rock Hotel, Ibiza
Ushuaia Beach Hotel, Ibiza




5,000 sqm including training and presentation areas; Lounges and workshop rooms

Special feature

Construction of the 600 m² AMG Performance Lab with multi-storey steel façade element

Agentur Stagg & Friends, Düsseldorf

The Task

From February to April, 15,000 employees of the Mercedes-Benz sales organization were trained on brand new vehicle models in 2-day training courses as part of the “Global Training Experience” (GTE) in Ibiza. At various training locations, salespeople encountered the new generation of the Mercedes-Benz A-Class and other model series in theory stations and test drives. The centre of the training event for the staging of the Mercedes-Benz A-Class was the FECOEV exhibition grounds. The Hard Rock Hotel Ibiza and the Ushuaia Ibiza Beach Hotel were other training locations.

The Artlife solution

The agency stagg & friends provided the event concept as the lead agency. We have taken over the structural realisation of the temporary Mercedes-Benz brand premises. We have expanded and converted 5,000 square meters of training space spread over five training and presentation locations into corresponding product and theme worlds. The set construction included numerous interactive workshop and presentation rooms, lounges and mobile stations with pavilions.

3,600 square meters alone was the brand room for the opening and closing presentations of the Mercedes-Benz A-Class at the FECOEV exhibition center. In the hall, two-storey room-in-room installations including terrace lounges served as training rooms. Other brand spaces we created were the Mercedes-Benz X-Class at the Hard Rock Hotel Ibiza and the Mercedes-Benz C-Class at the Ushuaia Ibiza Beach Hotel. A special feature of the GTE was the construction of the 600 m² AMG Performance Lab with its striking, multi-storey steel façade element.

Your contact:
Verena Finke-Totzek

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