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When Luxury is not Enough — the Mercedes-Benz S-Class Launch

client:
Mercedes-Benz
region:
APAC
  • APAC71
  • Architecture36
  • Build66
  • Concept Design97
  • Events51
  • Mobility51
  • APAC71
  • Architecture36
  • Build66
  • Concept Design97
  • Events51
  • Mobility51

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.

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Clients

See a selection of clients who put their trust in us:

  • Adidas
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    Covestro

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