[IAA 2023] Car Companies Leaving Booths: "Combining Cultural Heritage and Vehicle Exhibitions"

Exhibition Space Combined with Historic Architecture in Munich City Center
Welcoming Visitors as an 'Open Space'
Luxurious Mercedes-Benz and Family-Friendly BMW Group
Eco-Friendly Emphasis by Audi and Porsche

At 10 a.m. local time on the 5th, at the "Munich Residenz" in Munich, Germany. Since 1385, it has been the main palace of the Bavarian royal family and the Wittelsbach dynasty in Bavaria. Over the centuries, it has taken its current form through expansions. As it has endured for a long time, various architectural styles can be seen in the building. Buildings of different styles come together to form dozens of "courtyards." Among them is a place called "Apothekenhof" (Pharmacy Courtyard). This name comes from the pharmacy where Max von Pettenkofer worked, located on the right side of this area. He is the founder of modern environmental hygiene and clarified the relationship between housing, ventilation, and health.

[IAA 2023] Car Companies Leaving Booths: "Combining Cultural Heritage and Vehicle Exhibitions"

Mercedes-Benz utilized the "Munich Residenz," which was the main palace of the Wittelsbach royal family of Bavaria, as an exhibition space.
[Photo by Oh Gyumin moh011@]

Mercedes-Benz set up an exhibition space in this historic location. Around the red square "cube"-shaped building, vehicles were displayed. The company exhibited facelift models of the compact electric sport utility vehicles (SUVs) EQA and EQB. In addition, 15 vehicles including the EQS, EQE, Vision EQXX, E-Class All-Terrain (wagon), and the G-Wagen electric prototype were on display. This was more vehicles than at the main booth inside the 2023 IAA Mobility Show venue. The booth is located about 10 km from the city center in the "Messe," where Mercedes-Benz displayed only two vehicles: the full-change E-Class model and the concept car "Vision One-Eleven."

Mercedes-Benz EQA Facelift Model
Photo by Oh Gyumin moh011@

Mercedes-Benz EQB Facelift Model
Photo by Oh Gyumin moh011@

Inside the cube was the "Concept CLA-Class," scheduled to be unveiled at the end of next year. Two days earlier, Chairman Ola K?llenius held a presentation here, and tennis legend Roger Federer visited as a surprise guest. Next to the building, test drive events were held for the fully redesigned E-Class and others. There were also seats to relax comfortably and a bar where visitors could enjoy light refreshments.

Inside the cube is the 'Concept CLA Class,' scheduled to be unveiled at the end of next year.
[Photo by Oh Gyumin moh011@]

The open spaces of car companies scattered throughout downtown Munich are equipped with comfortable seating areas and bars where visitors can enjoy light refreshments. The photo shows the bar set up in the Mercedes-Benz open space.
[Photo by Oh Kyumin moh011@]

This IAA Mobility Show is drawing attention more for its "open spaces" than for large exhibition halls. Open spaces combine urban cultural heritage with exhibition areas. Car companies decorated each space with their own personality, gaining positive responses from visitors. The organizers stated, "The open spaces spread throughout the city combine art and culture and offer programs for the whole family and all age groups."

On the 3rd (local time), Ola K?llenius (left), Chairman of Mercedes-Benz, and tennis legend Roger Federer (right) are discussing the concept CLA-Class at the Mercedes-Benz Open Space inside the Munich Residenz, Germany.
[Photo by Mercedes-Benz AG]

The Kaiserhof (Emperor's Courtyard), which was only opened for important ceremonial events, hosted Cupra, the high-performance electric vehicle brand under the Volkswagen Group. They exhibited the Raval, scheduled for production in 2025, concept cars, and Formula E (electric car racing) vehicles. Similarly, there was a lounge where visitors could relax.

Cupra Laval
Photo by Oh Gyumin

Some companies prepared various events targeting future customers, children. BMW Group set up open spaces for BMW, BMW Motorrad, and MINI at Max-Joseph-Platz across from the Munich Residenz. The company gives three model cars as gifts to children who complete various missions. They also created a Kids Area where children could get henna tattoos (which last for a certain period). Instead of the Messe, the company displayed three MINI electric cars (Cooper, Countryman, and Aceman) only here.

Mini Cooper Electric Vehicle Exhibited at BMW Group Open Space
Photo by Oh Gyumin moh011@

BMW Group Open Space also created a Kids Area where children could get henna tattoos (temporary tattoos that last for a certain period).
[Photo by Oh Gyumin moh011@]

At the BMW Group Open Space, children who completed various missions receive three model cars as gifts.
[Photo by Oh Gyumin moh011@]

Some companies decorated open spaces with an eco-friendly theme. Audi and Porsche opened eco-friendly open spaces at Wittelsbacherplatz, about 500 meters from the BMW open space. Both companies set up booths where visitors could test ride electric bicycles. Audi showcased only electric vehicles such as the RS e-tron GT and also exhibited materials recycling and the use of recycled materials in the production process. Porsche displayed the hyper-concept sports car "Mission X," which was first unveiled recently at the Goodwood Festival in the UK.