The ServiceGipfel is the most important internal service event of Mercedes-Benz Sales Germany. In 2018, the event moved to Germany´s digital capital: Berlin. Digitalisation is the cause of an extreme upheaval in retail and service, noticeable to all stakeholders. The event concept #SG10 makes this disruption palpable in the spatial concept and in all event and graphic details. The days of chic trade fair stands and perfectionist design in fair halls or congress centers are over - everybody is forced out of their comfort zone. Now, we move towards improvisation, roughness, openness, dialog. In the former Tempelhof airport, a completely new dialog platform was created, reflected in design, process and event formats. #SG10 is the new beginning – branded and spatially tangible. For three days, the 11,500 visitors and 200 internal and external exhibitors experienced an inspiring mix of interaction, learning, dialogue and entertainment. The service summit offered a wide range of information and involvement for the participants and included an exhibition of several thousand square meters and various evening events.