IAA Frankfurt is one of the largest and busiest automotive shows in the world. The setting for the show is Messe Frankfurt, one of the worlds largest exhibition centres consisting of 10 halls. The 578,000 square metres of space are jam packed with the latest and greatest cars for the thousands of visitors to explore and 2015 was certainly no different. As you can imagine, standing out in such a ginormous show is far from easy. As a result, we saw manufacturers making enormous walls of ice, hanging cars from ceilings and even building roads indoors to try and grab visitors attention.
Amongst all of the weird and wonderful stands, it cannot be disputed that one manufacturer ruled them all, Mercedes-Benz. Whilst others settled for portions of halls with a few car scattered across them, Mercedes-Benz took and entire building and brimmed each floor with a variety of models. With such an incredible amphitheatre at their disposal, the German manufacturer invited a handful of the best photographers from around the world to photograph the cars in the calm of night when the show was closed. We were amongst the lucky few and at 7 pm as the show emptied, we entered our abode for the evening. Everything from world premieres such as the C63 AMG Coupe and S63 AMG Cabriolet to the AMG GT GT3 car were at our disposal to photograph until 3 am.
The aforementioned cars all sat on the ground floor and three more floors awaited us, the cars became more varied from G Wagons, Maybachs and even electric Smart Cars. The aim of the photographers was to create unique content for Mercedes-Benz to post on Instagram every hour through the night. Our submissions can be found in the gallery above. Personal highlights of the evening included finding a 300 SL Gullwing behind the scenes and only having 30 seconds of light every hour to try and photography the timeless classic.
Another was having access to photograph the two cases that the German manufacture keep guarded at all times, both filled with the keys to every Mercedes-Benz that was present at the show. Finally, we were privileged to be able to shoot the interior of the star of the Mercedes-Benz stand, the Concept IAA that featured revolutionary active aerodynamics that we were able to see in action. This is not our first night experience with Mercedes-Benz, for more be sure to check out out night at Europa-Park and at the Mercedes-Benz Museum.