Mercedes-Benz Intelligent Manufacturing Experience Center

The Mercedes-Benz Intelligent Manufacturing Experience Center is conceived as a compact yet powerful exhibition space that translates brand philosophy into spatial form. With a footprint of approximately 500 square meters, the design makes optimal use of limited area through efficient layout planning, clear visitor circulation, and a content-driven narrative that prioritizes storytelling over decorative excess.
At the heart of the design lies the principle of “content above all”, aligning seamlessly with Mercedes-Benz’s ethos of innovation, safety, and excellence. The space adopts a minimalist yet bold aesthetic that balances grandeur with precision, creating an atmosphere both immersive and aspirational. Through rhythm, visual order, and experiential flow, the design engages visitors emotionally while reinforcing the company’s values.
Inspiration is drawn from aerodynamic fluidity, open roads, and China’s rivers and mountains. These references inform sculptural forms and layered compositions, evoking both motion and timelessness. The central hall incorporates a striking “angel wings” installation—an integrated 12-meter-long feature connecting walls, ceiling, and floor in continuous arcs. This generates spatial hierarchy while symbolizing freedom, progress, and industrial strength.
Functional zones are organized into four areas, each defined by a coherent language. Vertical city-silhouette screens along the windows maximize daylight while symbolizing links between automotive innovation and urban sustainability. Diffused light bands echo Mercedes-Benz’s signature ambient lighting, merging natural glow with futuristic atmospherics to highlight the brand’s forward-looking strategy.
Technology and artistry intertwine throughout. Digital media and contemporary art showcase the brand’s history and intelligent manufacturing achievements. Rather than passive observation, the space fosters dialogue between visitors and exhibits, encouraging participation and resonance. This integration of immersive narrative, cutting-edge display, and sustainable design transforms the center into more than a showroom—it becomes a platform for inspiration and connection.
Ultimately, this project is an embodiment of grand vision and human engagement. It translates abstract values into tangible spatial language: rigorous yet poetic, industrial yet emotional, modern yet timeless. Through innovation in design, integration of sustainability, and emphasis on experiential storytelling, the project stands as a forward-thinking exhibition model that reaffirms Mercedes-Benz’s global leadership while offering visitors a memorable journey of technology, heritage, and imagination.