ROXX Lights Mercedes-Benz Presentation at IAA MOBILITY 2025

	For the illumination of the presentation areas, TLD specified ROXX E.SHOW TW+ and E.SHOW maxx TW+ fixtures. Photo: Andreas Keller Fotografie

At IAA MOBILITY 2025 in Munich (September 9-14), Mercedes-Benz once again presented its brand world in the Open Space format in the city center -- an approach deliberately focused on accessibility, proximity, and visual clarity. The automotive manufacturer entrusted the technical planning and implementation to TLD Planungsgruppe, which developed a refined lighting concept for the Apothekenhof at the Munich Residenz, translating demanding architectural conditions into a coherent visual presentation. Fixtures from the ROXX E.SHOW series were specified to provide consistent, high-quality illumination across the vehicle displays.

For the illumination of the presentation areas, TLD specified ROXX E.SHOW TW+ and E.SHOW maxx TW+ fixtures. The brief called for a visually discreet yet powerful luminaire capable of clearly defining the vehicle lineup while meeting the aesthetic requirements of the Open Space concept. High output, color rendering, reliable IP protection, and flexible tunable-white color temperatures were key criteria, alongside energy-efficient operation and highly precise, finely controllable dimming.

The E.SHOW TW+ features a 200 W single-source six-color LED engine, delivering up to 9,000 lumens at CRI 97 and TLCI 98. With its IP65 rating and tool-less R.LOK lens exchange system -- including 19 degrees and 17-by-24-degree optics -- it offers a high degree of flexibility for architectural and exhibition lighting applications. The more powerful E.SHOW maxx TW+ is equipped with an 800 W single-source six-color LED engine, producing up to 10,000 lux at 5 m (14°), while likewise achieving CRI 97 and TLCI 98. Its one-hand lens change system and integrated CRMX module support efficient setup and control.

"We were looking for a lighting solution that would integrate seamlessly -- both aesthetically and functionally -- into the brand architecture we developed," explains Alexander Orkisch, project lead and lighting designer at TLD. "Even during the planning phase, it became clear that the E.SHOW TW+ series met our requirements precisely in terms of form factor, light quality, and reliability."

Throughout the show period, all fixtures operated without any failures. The interaction between the two models proved to be a particular asset: the more compact E.SHOW TW+ units were installed in the lower levels of the structure and integrated into suspended linear profiles using glare control and asymmetric optics, allowing them to remain visually unobtrusive. In the upper levels, the more powerful E.SHOW maxx TW+ fixtures complemented the lighting concept. The result was a calm, homogeneous illumination that clearly rendered contours and surfaces of the vehicles on display, the company says.

The presentation was embedded within an elaborate lighting architecture, centered on an oversized architectural reference to the iconic radiator grille of the new Mercedes-Benz GLC. Visitors were guided through this installation into an immersive interior space, where historic, current, and newly unveiled models were each presented with their own distinct lighting dramaturgy. The ROXX luminaires contributed effectively to this scenography, reinforcing the brand's visual language.

From the initial planning phase in March through on-site execution in September, a brand space of approximately 3,000 square meters was realized within just a few months. Ten specialists from TLD's Pool of Experts were involved on site, overseeing technical direction, programming, and scenic setup.

"A project of this scale demands closely coordinated logistics and a team that can perform reliably under significant time pressure," adds Kalle Jagusch, managing director of Sound & Light Veranstaltungstechnik GmbH, which handled the lighting on site. "Project management on our behalf was handled by Andreas Wilhelm. The entire period -- from build-up through show operation to dismantling -- spanned around six weeks, during which 60 lighting technicians, system engineers, operators, riggers, and stagehands were deployed. Around 30 truckloads of equipment were moved -- logistics that can only be managed with reliable technology and careful preparation."

"The combination of time-critical delivery, complex architecture, and high aesthetic expectations required lighting technology we could fully rely on," Orkisch concludes. "The ROXX fixtures delivered exactly that: stability, precision, and a light quality that renders the vehicles' materials and design language accurately."