MERCEDES-BENZ CANADA
MAISON MERCEDES
Cutting-edge technology meets high fashion.
Overview
Mercedes-Benz Canada sought to create an immersive and innovative brand experience to reinforce its luxury positioning and showcase its range of specialty brands, including Mercedes-Maybach. The project aimed to engage consumers with the launch of the concept Mercedes-Maybach Haute Voiture, emphasizing the brand's dedication to high fashion and technological innovation. In a competitive market, the need for a standout activation that would resonate with luxury car enthusiasts and lifestyle influencers was paramount.
Challenge
The challenge was to design an experience that would meet and exceed the high expectations of the Mercedes-Benz brand. The activation needed to be more than just a showcase; it had to be an interactive journey that immersed attendees in the world of Mercedes luxury. Leveraging insights into consumer desires for personalized and memorable brand interactions, we aimed to create a pop-up that seamlessly blended high fashion with cutting-edge technology, reflecting the elegance and innovation of Mercedes-Benz.
Solution
We developed the Maison Mercedes activation, an 8,000-square-foot pop-up featuring two distinct rooms that embodied both luxury and innovation. The Haute Universe room, with its rose-gold tones and rotating display of the Haute Voiture, served as a boutique shop offering luxury goods and a unique listening station. The MANUFAKTUR Marketplace provided an underground garage vibe with an interactive projection-mapping experience centered on the Mercedes G-Wagon. Attendees could personalize hats using a diamond-tipped jewelry-engraving machine, adding a bespoke element to the experience.
Outcome
The Maison Mercedes activation was a resounding success, earning the prestigious Gold Award for 'Best Retail Pop-up or Experience.' This triumph was the result of the collaborative efforts of Salt XC, Peak, ASTOUND Group, and Team X (Track DDB, Porter Novelli). The multifaceted approach successfully reinforced Mercedes-Benz's luxury image while offering attendees a memorable and engaging experience that resonated with both luxury car enthusiasts and lifestyle influencers.