MERCEDES-BENZ
EVOLUTION TOUR 2015
The Mercedes-Benz Evolution Tour will launch the all -new GLA & CLA. The Evolution Tour will be a 4 month, 5 city market program ( New York City, Chicago, Los Angeles, Atlanta and Austin) that will reach 16,000-20,000 Millenniums and GenY target consumer via, Music, Design, and Integration.
OBJECTIVES AND CONSUMER ENGAGEMENT FLOW
Feature multiple engagement areas that exemplify passion points including:
Guest Entrance, Social Mingle Wall, Interactive Games, T-Shirt Station, Proposed Fashion Activation, Artist Activation Area and Highlight, and DJ Booth.
CONCEPT PERCEPTION
Perception frames how we see the world- at Mercedes-Benz we challenge you to look beyond what you assume is truth- and to see things in a whole new light. Let's so just that.
Inspired by the ART POP Movement, which employees aspects of mass culture in a fun creative way; it also challenged the traditional thoughts on fine art.
Which is what we are trying to do- challenge traditional thoughts on who Mercedes-Benz is. We are creating immersive environment while utilizing existing elements in a well-NEW LIGHT. By incorporating the use of light and technology in a new way has allowed for a new perception to arrive.
ENTRY PHOTO WALL
This is the main entrance to the event. Step up to our photo activation wall- and let's truly create a memorable experience. This is truly a WOW feature piece. Following in line with the concept of perception- the MB Zig Zag Wall features visual elements that play with your senses, featuring two images. All based on where you are standing and your perception. The overhead structure is a kinetic sculpture creating movement with light.
WORK OF ART- SHAREABLE SOCIAL FACTOR
Imagine being able to be transformed into a POP work of Art- celebrating every attendee's beauty. Let our Mercedes- Benz Brand Ambassador take your photo with our POP ART App which will transform you into a Roy Lichtenstein inspired Work of Art. Grab a though bubble for your photo- featuring pre-written captions, as well as writable surfaces allowing the attendee a completely customization experience. Shareable to all social media outlet. Will also stream on MB social media to promote the event.
SOCIAL MINGLE WALL
At the Mercedes-Benz Evolution Tour currency has been redefined. At our Social Media Mingle Wall; simply share a photo of yourself in our many activation area, tag the event #MBEvolutionTour- and you will be given a number to make a limited edition T-shirt.
Designed and featuring 6 amazing designed by our fashion partner. The most likes on social media by your friends and family are then entered to win a piece from the designers Ready to Wear Collection. As you wait near the station (we don't believe in lines) take a look out our wall which is conscientiously changing and always engaging. Screens can feature individual bits of information or one overall message.
CUSTOM SWAG
You know you want it- our unique screen print T-Shirt Area features 6 incredible and original designs specifically for the Evolution Tour. How cool is that? After you have paid your way through our station, your number is called, selection your design, assist in printing and BAM! INSTANT SWAG. .
VEHICLE DISPLAYS
we are taking your visual pleasure to new heights your welcome.
highlighting the CLS and GLA
The Vehicle Gallery features dynamic and art gallery like settings. This is not your typical cars on display. This is so much more. Engaging and inspiring, the galleries invite the attendee to move around and interact with the display. The light elements create a "bug light" drawing attendees to the autos. This is also a photo opportunity waiting to happen. Easy to dismantle, and light weight. Lighting structure made of florescent tubing can be programmed and respond to the environment. This is eye catching and compelling.
DJ BOOTH INTERACTIVE
Challenge your fiend to a dual the ultimate show off. Do you have what it takes to remix and be our next DJ? Step up to our DJ Touch Table and see. Mix and create your own track, dual with a friend and through your track to our AMG GTS Class Coupe on display, and demo its own interior sound system...IMPRESSIVE RIGHT? Your custom created track is easily shared on social media.
The elevated display features a light tunnel that changes when new sounds are generated. The GTS appears to be driving though a simulated light tunnel as music pumps through the environment.
DJ BOOTH IDEATIONS
ALEXANDER WANG
alexander wang and creative director balenciaga
Wang is known for his urban designs and outstanding tailoring skills. Winner of the 2008 Council of Fashion Designers of America, Wang focuses on strong simplistic elements. The label embodies casually cool downtown style, drawing inspiration from the eighties, French Chic, and Rock Grunge.
KARL LAGERFELD
creative director chanel, fendi, lagerfeld
Able to transform and create anything- Karl has been a leader in the fashion industry. Sharp and Chic, his collections embody the exploration of line, color, and concept. His brands explore fearlessly the notion of transformation and perception that clothes affect the world around you. Whimsical, strong urban lines, his collections are the juxtaposition of creation.
ELLIOTT & CO.
john elliott
Simple, functional clothing featuring clean lines and tailored fits. Eliott & Co. work is a blend of modern aesthetics with traditional craftsmanship. Urban street-wear with a sense of refinement, it is the ultimate up and coming Men's Wear brand today.
FINAL REFINEMENT REALIZATION
ZIG-ZAG WALL
Explores the Mercedes-Benz historical innovation beginning with the first automobile and ending with the AMG GT S. Each side sharing similar and matching elements (wheels align, logos in the same place, background elements remains the same) due to the consistnecy of Mercedes' quality from past to present.
