Togg IAA Mobility 2025 experience & digital design

For IAA Mobility 2025, Dreamspace helped shape Togg’s public presence through booth design, build, interactive systems, and digital engagement across two major activations in Munich. In partnership with Capital Events as a sister company, the project combined physical environment execution with audience-facing technology, supporting a pivotal moment for the brand as Togg introduced the T10F globally and launched the T10X into the German market.

IAA Mobility is one of the most visible stages in the global mobility industry, bringing together automakers, technology companies, and next-generation mobility brands in a citywide format. Within that context, Togg’s presence needed to do more than display vehicles. It needed to express a broader smart mobility ecosystem through architecture, storytelling, hospitality, digital interaction, and measurable engagement.

The challenge was to create a connected visitor journey across two distinct environments: an indoor exhibition presence at Messe München and a large-scale outdoor activation at Königsplatz. The experience had to support product discovery, ecosystem education, test-drive activity, and brand storytelling while also delivering a built environment strong enough to hold attention at international scale.

Dreamspace’s role spanned both physical and digital experience layers. Through our partnership with Capital Events as a sister company, we also handled booth design and build alongside the interactive and measurable systems that powered the visitor journey. This included touchscreen experiences, ecosystem storytelling, online test-drive registration, automated check-in, live tracking systems, and movement measurement tools that helped turn the activation into a connected and data-informed brand experience.

The physical environment was a critical part of the experience. Beyond digital engagement, the project required a spatial presence that could communicate Togg’s identity with confidence while supporting traffic flow, hospitality, product interaction, and technology integration. Through the Capital Events partnership, Dreamspace helped deliver the booth design and build as part of a unified system rather than treating the structure and the digital layers as separate experiences.

Inside Messe München, Togg presented its smart mobility ecosystem through a booth environment that introduced not only its EV lineup but also services including Trugo, Trumore, and Truzero Clean Energy Solutions. Dreamspace helped deliver both the built environment and the interactive systems that allowed visitors to explore these technologies directly. The result was an experience that combined architectural presence, digital storytelling, and visitor participation in one cohesive setting.

At Königsplatz, the experience expanded into one of the show’s largest outdoor brand activations. The pavilion environment, vehicle presence, hospitality, and interactive elements turned the activation into a destination within the city. Here, the project moved beyond exhibit design and became a full public-facing mobility experience supported by operations, storytelling, and audience engagement tools.

A defining strength of the project was the measurable layer behind the experience. Online test-drive registration, automated check-in, live-updated tracking systems, and movement measurement tools gave Togg a clearer picture of how visitors interacted with the space and where engagement was strongest. This turned the activation into more than a physical showcase. It became a live operating system for participation and insight.

The result was a more connected and more complete international brand presence for Togg during a critical launch moment. Dreamspace helped deliver both the built environment and the interactive systems that shaped how visitors entered, explored, engaged, and remembered the brand. By combining booth design, build, digital engagement, and measurement, the project created an experience that was visually strong, operationally integrated, and strategically valuable.