Magna International Europe


Magna trade fair stand concept - IAA Mobility Munich 2023


Automotive industry


Integrated communication concept with a strong emphasis on moving images, conceptualization design and realization of the trade fair architecture and interactive displays, campaign videos, press conference, landing page, online marketing.

The requirement - IAA trade fair stand

As a system partner and one of the world's largest automotive suppliers, Magna positions itself as an innovation hub with state-of-the-art simultaneous engineering methods and highly automated production processes, with a unique overall vehicle expertise. The company offers a wide range of answers to the challenges of the changing world of mobility. These answers were to be presented at the Magna trade fair stand in a clear and easily consumable manner for the target audience.

The IAA Mobility Munich 2023 attracted more than 500,000 visitors and 3,700 journalists, featuring over 300 world premieres. The goal was for Magna to leverage the great interest in the future of mobility at this mega-event in the international automotive industry to interact with the target audience and showcase innovations. The task was to make defined technologies experiential as indicators of innovations for the audience, to integrate existing content and to continue the existing communication strategy.

The solution - Magna's holistic trade fair stand concept

Our conceptualization – both content and strategic – together with the realization of an integrated trade fair concept with a 360° approach, made the Magna brand fully tangible. A strong emphasis on moving images and digital technologies drove the staging of a high-quality high-tech trade fair stand that aligned with the existing main message "Forward for all".

The 550 square meter Magna trade fair stand was designed in such a way that the exhibition space, meeting units and catering area felt like one spatial unit. The wraparound banner, 32 meters long and an impressive 3.5 meters high, with a strongly characterized architectural battening created an exciting structure. Despite its open design, this created the visual impression of an intimate, enclosed area. In a reduced white color scheme, we created a tech-savvy ambience with cool lighting for the exhibits in the exhibition areas. The comfortable atmosphere with warm light in the catering area, lounge, and the well-equipped meeting rooms, including a booking system, completed the experience. The different lighting setups and the elevation of the communication and catering area were part of the spatial concept, supporting the pleasant ambience and the unique sense of space. The natural choice of materials, furnishings and a five-meter-high tree in the middle of the stand also contributed to this.

Networked content

We used light pulses and played with color to achieve exciting effects with the lighting: There were LED strips integrated into the floor that were linked with and interacted with the videos on the 14 m x 3 m large LED wall. Linking the content reinforced the overall appearance of all areas.

exhibition stand

A highly collaborative process over several phases: The Magna trade fair stand concept


Interactive product presentation

We designed, conceptualized, and programmed a series of user-friendly, interactive displays for Magna to showcase various drive systems and their functionalities for different requirements.

This included automated driving, which was experientially showcased through a combination of real products, product animations and tech sheets. We implemented this by using large interconnected monitors installed in a slim object on the stand, controlled for a user-friendly experience. Interested parties were able to start various driving situations and simultaneously see how the real components in the vehicle interact. Supplemented with product animations for even more "deep dive" content - a large amount of complex content that worked multi-sensorially in an exclusive product experience with interactive displays.

We equipped the displays - most of which were designed for long-term use at other events - with tracking software. This allows us to draw conclusions about and gain insights into relevance, effectiveness, lead generation and optimization after the event.


Videos - key players in the digital presentation of complex technologies

Strong content

The large volume of high-quality images, animations and campaign videos we created for the ongoing "Better mobility. It matters" campaign was used on the displays, the LED wall, the landing page and all relevant communication channels. The press conference was carefully orchestrated and broadcast live. In a guided tour with experts presenting each technology briefly and clearly, additional moving images were created. And yes, the Magna IAA trade fair stand was also interesting for influencers!


With this highly complex overall concept, we were able to define the Magna trade fair stand as a top-class industry meeting place and consolidate its positioning as a global technology and production partner.

Gerhard Preslmayer

Founder & Senior Advisor to the Board

SPS Marketing

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Tamara Grünzweil
SPS MARKETING Linz | Stuttgart
Thomas Catulli
SPS MARKETING Linz | Stuttgart 

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