Mercedes-Benz, in partnership with SXSW (South by Southwest), is hosting the very first me Convention, which will take place in Frankfurt from September 15 to 17, 2017. It will happen at the International Motor Show (IAA), the world’s leading international trade show for transportation, mobility, and logistics.

The three-day event will feature a mix of seminars and workshops—from inspiring keynotes to panel sessions from expert speakers from around the world. There are also interactive laboratories that participants will surely enjoy. There, they can experience what the future holds for technology, co-working spaces, and art installations.

When evening approaches, there are loads of great activities and parties that will be held throughout the city. The convention plans to dissect the ideals of the future, especially when it comes to inspiration, innovation, and creativity. This will help guide automakers like Mercedes-Benz to focus on leading technologies, realities, urbanism, and velocity.

What better way for Mercedes to examine what the future holds for the auto industry than to partner with SXSW to bring an amazing three days of celebration of the world’s leading tech companies. Since it began in 1987, the SXSW hosted numerous festivals, expositions, and conferences related to film, interactive media, and music. The annual conglomerate grew in size and scope every year for the past decades.

One of the highlights of the Convention would be the pitching of 12 contenders of their concepts from a moving car. As the auto industry is in the cusp of going electric in the next years, any concept about it will surely be interesting.