CLIENT: CYCLE & CARRIAGE INDUSTRIES
EVENT: MERCEDES BENZ CLA LAUNCH
The new Mercedes Benz CLA declared itself “Untamed. The New CLA.” and The Events Artery was charged with creating an experiential showroom to manifest its brash and sleekly urbane brand personality.
The week-long event saw hundreds of Mercedes customers exploring aspects of the showroom cars in experiential zones, each reflecting different aspects of the product’s “urban road warrior” mentality.
We deployed an industrial chic aesthetic that utilised holographic stickers, metallic surfaces, angular shapes and LED lights to personify the slick sophistication of the CLA.
A combination of architectural elements, media-rich exhibits and themed props created the “Living Room” zone while large wooden crates and oil drums in other zones served as unconventional cocktail tables and props to complete the look.
The guest experience was devised through a mix of digital touch points, vehicle displays and brand ambassadors deployed across all zones of the show floor to help the sales team connect to potential buyers.
“The Events Artery is clearly a great partner to work with and I look forward to working with you again in the future.”
Marketing Cycle & Carriage Industries Pte Ltd