At this year's IAA Mobility in Munich, Mercedes-Benz presented its brand universe in the open space of the Residenzhöfe pharmacy courtyard, a museum complex. The TLD Planning Group GmbH team was responsible for the technical planning, implementation and lighting design. The focus of the presentation was high-performance LED systems from GLP, including the KNV Cube and the new JDC Burst 1.
In addition to the freely accessible open space in downtown Munich, Mercedes-Benz was also present at the IAA Summit on the exhibition grounds, where the brand's technical expertise was the focus. The open space, on the other hand, emphasized emotion, design and staging – and thus light as a central design element.
Light meets form: the new GLC in focus
It became clear early on in the design phase that replicating the distinctive radiator grille of the new Mercedes GLC – in the Open Space reception area – would require an exceptional lighting module: compact, thermally stable and with enormous brightness to withstand the uniform, direct sunlight.
“We were looking for a powerful, square spotlight that could precisely replicate the size of the LED pixels of the radiator grille,” remembers Alex Orkisch, project manager at the TLD planning group. After comparing the measurements with different systems, the choice fell on the KNV Cube – also thanks to the intensive support from GLP Key Account Director Oliver Schwendke.
The compact KNV Cube combines strobe, blinder and pixel block in one device, delivers up to 50,000 lumens and, with its high brightness and robustness (IP54), proved to be the ideal solution for integration into the open brand architecture in the pharmacy courtyard.
“Olli Schwendke not only gave us technical advice in this early phase, but also actively supported us with the availability, sampling and integration of the lights,” emphasizes Richard Profe. “We were immediately sent a demo device that impressed us with its brightness.”
Working closely with GLP, the trade fair construction company and various planning partners, TLD then developed a modular structure that integrated 265 KNV Cubes into an oversized interpretation of the characteristic GLC grid in the entrance area of the open space. Custom-made diffuser units were installed to refine the visual effect. At the same time, thermal properties, inspection accessibility and electrical parameters had to be taken into account as the luminaires were installed in outdoor areas that were difficult to access.
From the iconic grille to an immersive experience
The impressive and elaborately illuminated radiator grille marked the beginning of a staged “journey through light” that led visitors from the outside area into the immersive interior of the open space. There, light, video and sound merged to create an atmospheric 360° experience around three premiere vehicles.
For this application, 86 JDC Burst 1s were used as powerful horizon and effect lights. Building on the successful JDC1, the JDC Burst 1 offers even greater brightness, improved color performance and a fully enclosed IP65 outdoor housing. In Munich, TLD used the devices specifically to create additional light impulses and depth in the environment dominated by very bright video screens.
“If you project videos onto three large LED surfaces, you need devices that can be perceived and seen in a targeted and precise manner. The JDC Burst 1 is one of the very few devices that can prevail in this area,” says Richard Profe. With its high color brilliance, segmented control and 185° tilt, the device proved to be an ideal tool for supporting multimedia environments with dynamic light scenes.
After the world premiere of the new Mercedes-Benz GLC, the immersive room also served as a club location on the visitor days – a seamless transition from the brand presentation to the evening event, which placed special demands on the performance and flexibility of the chosen headlights.
Perfect preparation, precise implementation
In addition to lighting planning and operation, TLD was also responsible for the overall technical management and coordination of logistics, infrastructure and suppliers. Around 3,000 square meters of exhibition space was created in just 14 days. All light shows were pre-programmed in advance to ensure smooth running on site within the extremely tight schedule.
A 10-person TLD team from its “pool of experts” was responsible for the implementation on site and took over the technical management, programming and scenic implementation. Finished modules of the light sculpture were prefabricated in advance and easily assembled on site – a crucial factor given the tight schedule.
“TLD’s performance on this high-profile project was inspiring and exactly right,” says Oliver Schwendke. “It combined technical know-how, creative vision and absolute precision in implementation. We are pleased that our KNV Cubes and JDC Burst 1 could be part of this extraordinary brand presentation.”
Photo credit: Andreas Keller
Technical credits:
PreNight lighting design: Richard Prof
Project management and lighting planning: Alex Orcish
Overall technical management: Alex Steckel
Technical service provider: Sound & Light Event Technology GmbH