mac developed a "Rosenbauer City" on an area of 2,850m² in Hall 27, which extended to an outdoor presentation of over 1,500m². In line with the motto "Everything for this moment", an urban architecture was staged for the thematically structured vehicle presentation, which used strong digital media elements to ensure an emotionalizing message transfer. The Skyline Bridge in the Welcome Area offered a magnificent overview. A typical street route led visitors to individual themed areas and finally to the central "plaza", where the new vehicles were presented on a huge stage. Digital links at the point of information provided visitors with targeted and sustainable information. A large restoration block with many opportunities for discussions rounded off the visit.