Daimler Truck at IAA Transportation 2026

Client: Daimler Truck | Event: IAA Transportation 2026 | Location: Hannover, Germany

For several years, ET GLOBAL has been supporting the trade fair presence of Daimler Truck. At IAA Transportation 2026 in Hanover, ET GLOBAL collaborated with lead agency Trendfactory to deliver a 3,400 m² brand experience that showcased Daimler Truck’s ongoing brand transformation while celebrating 130 years of truck history.

The stand concept was inspired by a modern mobility hub, characterized by a clear, functional, and industrial design language. White container structures, timber surfaces, a variety of flooring materials, and numerous green and lounge areas created an authentic environment where visitors could explore Daimler Truck’s diverse drive technologies.

At the heart of the stand stood the 7.5-metre-high Rotunda, a striking architectural landmark that housed an exclusive VIP café. Complementing the concept was the “Driving Experience”, an immersive vehicle showcase featuring hourly performances that connected the brand’s past, present, and future.

ET GLOBAL was responsible for the exhibition construction, while ICT delivered the media technology and Leyendecker GmbH provided lighting and audio solutions. Together, the partners created a trade fair experience that successfully combined technological innovation, brand heritage, and visitor engagement.