Neon city skyline
In a world crammed with car launches, even the most deluxe product needs something exceptional to grab people’s attention.
Although the S-Class is one of the world’s most expensive cars, Uniplan wanted to go beyond the idea of luxury to make a memorable impression. For this outdoor event, the launch pad for our imagination was the backdrop to the event – Hong Kong’s neon city skyline.
From raw space to wonderland
In under 48 hours, we transformed a raw space into a Mercedes wonderland, with the logo sitting at the heart of the Hong Kong Observation Wheel and the financial district looking down on the red-carpet event.
To counteract the cliché of the ‘product unveiling’, we built a split-level presentation, with a classical orchestra, DJs and dancers on top, and the S-Class models, dramatically spot-lit beneath. The musical element (the same track interpreted by traditional strings and DJ decks) encapsulated Mercedes’ reputation for craftsmanship melded with the modern at its most cutting-edge.