The vital link between manufacturer and customer – dealerships can be a little world-weary when it comes to seeing yet another car launch. How do you make even the best of new vehicles vividly real to them? The Mercedes-Benz GLC SUV launch needed a one-of-a-kind event to do justice to a vehicle capable of conquering road conditions ranging from city street to mountain pass.
Stimulated by the light conditions of an evening event, we created a static light box installation that immediately grabbed attention by projecting on the outside of the venue the terrains the car could master – from the urban to desert, from forest to mountain. Having whetted their appetite, on entering the venue, the dealers were confronted by a vivid simulation of driving the GLC SUV on every road condition it takes in its stride, bringing to life the vehicle’s adaptability and power. For an added and unexpected element of allure, the venue chosen was the Shanghai Fashion Center, fusing glamour with the brand in the minds of Mercedes-Benz dealers.