Showing the importance of the Frankfurt Auto Show, Mercedes-Benz built a huge multilevel showroom inside a concert hall. The Festhalle in Frankfurt, the location of the IAA, is a large convention center consisting of 10 halls. When we got to hall 2, the Daimler-Chrysler hall, my German photographer informed me that he'd previously seen the Rolling Stones perform here. The bottom level had areas for Smart, Maybach, and the S-Class. Going up a curved ramp with a blond wood floor reminiscent of the Guggenheim in New York, the top floor featured the rest of the Mercedes-Benz model line. We also found ourselves not far from the concert lights still hanging from the ceiling of the dome-shaped hall.