Bridging the worlds of automotive, art and event design, Studio Odeonsplatz is the prototype of an innovative and networked content hub for digital brand experiences in the heart of Munich, Germany. A place for creativity, inspiration and content, tailored to the needs of a modern and digital-savvy audience. 

Contrary to what you might expect from a car manufacturer's retail space, Studio Odeonsplatz is not necessarily about the latest range of Mercedes-Benz models. Enlivened by seasonal campaigns, the space is constantly evolving, providing an inspiring, ever-changing playground for visitors to learn more about the brand. Exhibits showcase collaborations with artists and creatives such as Virgil Abloh and Studio Mary Lennox and how they interpret the Mercedes-Benz brand, creating an immersive, walkable Instagram space that is fully digitalized and connects the physical and virtual experience on another level.

A constantly changing retail environment requires an equally dynamic, adaptable and innovative music concept. In cooperation with the brand experts of LIGANOVA, HearDis! has developed a coherent music profile that not only fits the campaigns and the brand identity of Mercedes-Benz, but also adapts to the different uses of the space: Café, Community Space, Event Location and Digital Media Space. Of course, the music content is tailored to the curated campaigns, underlining the atmosphere and creating a seamless experience for visitors - but in this case, we have taken it a step further: 

For the IAA in Munich, we have created several playlists for Studio Odeonsplatz to allow maximum adaptation to the events taking place in the space, and store teams have the opportunity to select between the different soundtracks via our HearDis! dashboard application.