October 13, 2022 – Mercedes-Benz uses inner-city brand presence in Paris to form a bridge between parallel automotive and art fairs from 16 to 23 October 2022.
What we are creating in Paris is a place to meet, mix and communicate – in the midst of the current art fair, which is also a hub for creative pioneers. We are crafting an unexpected brand experience in a cultural environment that makes our brand accessible on an emotional level. This enables us to exchange ideas with customers, fans and new target groups, while gaining aesthetic inspiration that is also valuable stimulation for our company.
World premiere of the EQE SUV: A sustainable brand experience throughout the entire EQ fleet
With the EQE SUV from Mercedes-EQ and Mercedes-AMG, the company is using its presence in the French capital to underpin its ambition to “Lead in Electric”. The portfolio now encompasses eight battery-electric vehicles: the EQA, EQB, EQC, EQE, EQE SUV, EQS, EQS SUV and EQV. Added to that are the EQE, EQE SUV and EQS performance models from Mercedes-AMG. This marks an important strategic milestone for Mercedes-Benz: By the end of 2022, the company will offer a battery-electric model in every segment in which it is active.
Mercedes-Benz will present the entire EQ fleet, as if on a catwalk, in the gardens of the Musée Rodin from 16 to 17 October. Also on display will be concept vehicles previewing future models: the Concept EQG, Concept Mercedes-Maybach EQS and Vision AMG. They will stand alongside the VISION EQXX research vehicle, which, with its numerous innovations, stands as a blueprint for the future of automotive engineering. The vehicle presentation highlights how Mercedes-Benz is driving electrification across all its brands.
The “magical garage”: An art installation for interactive experiences of innovation
The brand presence centres on the artistic staging of the “Showcasing Innovation 2” campaign. It marks the first time Mercedes-Benz has physically brought a brand campaign to life on a large scale. A six-by-six-metre walk-in installation, the “magical garage” floats above a fountain in the gardens of the Musée Rodin. Media content and mirrored exterior surfaces interact with the environment to turn the installation into a living work of art that invites visitors into the surreal world of the campaign.
Inside the installation, an immersive 360-degree experience awaits visitors. Like the campaign’s protagonist, visitors sit on a car seat and are immersed in the magical garage’s four abstract worlds. Each world is an experience of a groundbreaking innovation for a new era of mobility: ENERGIZING COMFORT for all the senses, Dolby Atmos for an immersive 3D sound experience, DRIVE PILOT for conditionally automated driving at SAE Level 3 as well as digital extras for even more exclusive comfort. The cinematic experience gives visitors the feeling of floating freely in space on their seat, while an interactive element allows them to playfully design the scenery they see themselves.
The artistic staging of the campaign symbolises Mercedes-Benz’s mission to create desire through innovative technologies in order to offer customers an exclusive and seamless driving and comfort experience that will delight all the senses. In keeping with this, the company is previewing an advanced new music experience in Paris, with Dolby Atmos in Mercedes-Benz cars.
Find more information on the ‘magical garage’
“Paintings, Concepts and a Bicycle”: Presentation of the high-calibre Mercedes-Benz Art Collection
The art presentation “Paintings, Concepts and a Bicycle - Insights into the Mercedes-Benz Art Collection”
Chronologically, the presentation begins with a painting by Georges Vantongerloo from 1944, one of the founders of abstract painting and the De Stijl art movement. Verena Loewensberg and François Morellet, the latter also associated with the European Zero movement of the 1960s, were practitioners of concrete art. Elaine Sturtevant, Daniel Buren, Michel Verjux and Olivier Mosset appear as important representatives of a new, conceptual approach to painting ascendant from the 1960s to the 1990s. Examples of contemporary French art that garnered international attention as well as art associated with France is represented with works by Sylvie Fleury, Clément Cogitore, Philippe Parreno, Bethan Huws, Philippe Decrauzat, Saâdane Afif, Ugo Rondinone and Xavier Veilhan. Some of the works will also be on display starting 27 October in the exhibition “Moving in Stereo. Highlights of the Mercedes-Benz Art Collection” at the Mercedes-Benz Museum in Stuttgart.
Founded in 1977, the Mercedes-Benz Art Collection is today one of Europe’s most important corporate art collections with museum quality and an international reputation. It embodies Mercedes-Benz’s broader social commitment to culture and education. With the Mercedes-Benz Art Collection, the company aims to create a tangible benefit in the public interest. The collection comprises around 3,000 works by some 800 artists – including world-renowned artists such as Andy Warhol, Keith Haring, Charlotte Posenenske and Andrea Zittel. Exhibitions of the works both at the company and in international museums make it possible for a broad public interested in art to encounter the collection. The Mercedes-Benz Art Collection focuses on abstract-constructive pictorial concepts, critically engaged art as well as representative works and commissions on topics such as automobility, design and construction. The Collection attaches great importance to the acquisition of recent works by young artists in order to support the next generation. In addition, its collecting practice is consistently geared towards diversity and the promotion of international artists, the diversity of cultures, orientations and views, a broad spectrum of multimedia works as well as the further establishment of women in the context of the Collection.