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IAA Mobility 2021

Munich venue

What does sustainable lighting design mean? Three new projects by TLD - the brand presentations of major automotive manufacturers at the IAA Mobility 2021 in Munich - now provide a vivid insight.

We have been working with these clients for many years, and they place their trust in our experience and inspiration. In 2021, too, we have ensured effective and at the same time sustainable trade show presences through a variety of coordinated measures.

IAA MOBILITY 2021 BMW Summit 01
IAA MOBILITY 2021 Mercedes Benz Open Space 19
IAA MOBILITY 2021 Mercedes Benz Open Space 01

The challenges

No Time To Try

IAA MOBILITY 2021 Mercedes Benz Open Space 04

Mercedes Benz Open Space auf der IAA MOBILITY 2021

© Andreas Keller Fotografie

What distinguished the IAA Mobility 2021? This time, it became mobile itself and, beyond the Summit, spread out with a new format throughout Munich's city center. The Open Space at Wittelsbacher Platz, for example, belonged to the two premium brands Porsche and Audi.

Working in public space demanded flexibility and tact. The implementation schedule was tight, leaving no time for test runs, let alone mistakes.

At Odeonsplatz, another Open Space focused on intelligent traffic solutions. Added to this there was a unique installation by Janet Echelman. The internationally renowned artist earned a lot of applause for her work - and her project presented us with some unusual challenges in advance.

Our services

Live needs more ...

TLD went all out for IAA Mobility 2021. On the one hand, the full range of media planning was required at the trade fair - lighting, sound, video and staging for three leading German companies, including Mercedes-Benz and BMW.

In addition, the press conference and several live formats had to be accompanied. For this purpose, TLD had set up its own studio at "Hoch5", where we were able to provide live coverage of talks and discussion rounds.

Finally, an exciting, novel project was a floodlit installation "floating" above Odeonsplatz, which was created in intensive collaboration with the artist.

Motivation

At TLD, we believe in new formats! At the same time, we preserve what has proven itself. After all, we have been operating at the IAA since 2002. We are all the more convinced that the old and the new can complement each other successfully, especially on this platform of the future: Reason enough for us to continue investing ideas, experience and energy here.

The entire spectrum of classic media planning, organization and staging was in demand at the IAA Mobility 2021. In particular, scenographic thinking came into its own during implementation - our pool of experts was able to bring its talents and expertise to bear in the right places.

Joy as the driving force

Once again, our many years of international experience with high-profile projects requiring cross-trade coordination were helpful. Last but not least, it was once again noticeable in Munich how much fun the Experts had.

Impressions

IAA MOBILITY 2021 BMW Summit 01

© Ken Schluchtmann

IAA MOBILITY 2021 BMW Summit 02

© Ken Schluchtmann

IAA MOBILITY 2021 BMW Summit 03

© Ken Schluchtmann

IAA MOBILITY 2021 BMW Summit 04

© Ken Schluchtmann

IAA MOBILITY 2021 BMW Summit 05

© Ken Schluchtmann

IAA MOBILITY 2021 BMW Summit 18

© Ken Schluchtmann

IAA MOBILITY 2021 BMW Summit 08

© Ken Schluchtmann

IAA MOBILITY 2021 Mercedes Benz Open Space 01

Mercedes Benz Open Space auf der IAA MOBILITY 2021

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Open Space 19

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Open Space 03

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Open Space 05

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Open Space 06

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Open Space 18

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Summit 04

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IAA MOBILITY 2021 Mercedes Benz Summit 06

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Summit 09

© Andreas Keller Fotografie

IAA MOBILITY 2021 Mercedes Benz Summit 10

© Andreas Keller Fotografie

Procedure: Planning

As usual, TLD was active in all phases of the project, from planning and pre-production to implementation during the trade fair itself.

1
Planning stages
  • List of services for the tender
  • Create list of possible suppliers
  • Develop and send invitation to tender
  • Clarify technical queries
  • Compile price comparison list
  • Make recommendation
  • Awarding by our customers
2
Preproduction
  • Visualization and pre-programming
  • Ongoing updates
  • Sampling
  • Sample buildups
3
Implementation during the fair
  • Construction monitoring
  • Corrections Pre-programming on site (live mode)
  • Direction light
  • Sound direction
  • Direction video

During these three phases, the TLD teams - a natural part of the job - were in constant communication with our customers. In this way, we are able to take their wishes into account, right down to the last detail.

Directly on the spot

Our Pool of Experts in action

IAA MOBILITY 2021 Men at Work 01

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Plus points for the climate

Less is more

As usual at TLD, we have also done everything in Munich to work as sustainably and climate-friendly as possible. With success.

One example of this is our technology for lighting the IAA Summit 2021. The evaluation of the data showed: We were able to reduce electricity consumption to less than half compared to conventional lighting technology.

Accordingly, the CO2 emissions caused by the lighting were also less than 50 percent of the reference value. We think so: That's something to be proud of!

More about sustainable lighting design with TLD

 

Success is measurable

Pleasing review

Our conclusion: IAA Mobility 2021 was a great success for both our customers and TLD.

The Open Spaces in particular proved to be a clear benefit for our customers. The manufacturers signaled a very high level of satisfaction. The feedback from trade fair visitors was equally positive.

And our own maneuvering criticism? Didn't detect any notable complications on our part. There was almost nothing unexpected to solve on site - and there simply wasn't enough time for detours. On the contrary, the implementation was able to build perfectly on the planning, and time management functioned smoothly. Thanks to the pre-planning in our Pool of Experts, the right know-how and the right people were always on hand. We are looking forward to the next IAA!

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