IAA Mobility: AR-Show in Realtime with 4 Worldpremieres

On the eve of IAA Mobility, Mercedes-Benz shared the latest impressions of four fully electric vehicles from the brands Mercedes‑EQ, Mercedes‑AMG, and Mercedes‑Maybach. Under the creative direction of Andree Verleger and Oliver Schrott Kommunikation GmbH, a new kind of live show experience was created: VXR Volumetric Communication. The real architecture of the Mercedes‑Benz main branch in Munich was transformed into the virtual world and extended three‑dimensionally.

A dedicated world was created for each of the four vehicles and presented on site via the main LED wall and four side LEDs, as well as digitally via livestream. For the opening of the show, the model walking the runway was captured volumetrically, enabling it to act as a digital 3D figure within the space. With six tracked cameras and sixteen media servers on site, the necessary performance was ensured to drive the 60‑meter‑long and over 20‑meter‑wide venue in real time using four controlled turntables. The key challenge lay in seamlessly connecting the existing architecture with its interactive extension. To create this new dimension of brand communication, the location was scanned down to the millimeter in advance, allowing virtual and real layers to merge into one.