Mercedes-Benz unites motorsport and art in a digital installation in Paris

The 'Magic Garage' of Mercedes-Benz, made with cubes of mirror surfaces and screens and sound Dolby Atmos serves as an immersive exhibition that unites the car and art fairs held in the 16 to the 23 October.

Open to museum visitors from the past 18 of October in the gardens of the Rodin Museum of Paris, This immersive installation of Mercedes-Benz is part of the world premiere of the EQE SUV model and the campaign Showcasing Innovations 2 SUV, as well as to display the art collection owned by the company, Thus uniting the parallel car and art fairs held in the city this month.

The installation Magical garage, the first in which Mercedes-Benz physically brings a large-scale brand campaign to life, It is located on a platform of one of the sources and which is accessed through a gateway.

This installation of 360º immersive art and 6×6 meters is configured with large cubes with exterior mirror surfaces and interior surfaces that are individual screens. Multimedia content and mirrored exterior surfaces interact with the environment to turn the installation into a dynamic work of art.

"What we are creating in Paris is a place to meet., Mingling and communicating in the midst of today's art fair, which is also a hub for creative pioneers," he explains. Bettina Fetzer, Vp. Communications and Marketing of Mercedes-Benz AG-. An unexpected brand experience in a cultural environment that makes our brand emotionally accessible.".

This action, underlines Fetzer, "It allows us to exchange ideas with customers., Brand fans and new target groups, At the same time we get an aesthetic inspiration that is also a valuable stimulus for our company".

In the middle of this innovative composition they are placed in car seats to enter the four abstract worlds of the Magic garage; in which each is an experience of brand innovation for "a new era of mobility".

specifically, These environments are Energizing comfort for all the senses; sound Dolby Atmos for 3D audio; Drive pilot, for automated driving in SAE Level 3, as well as other digital extras.

This cinematic experience gives visitors the feeling of floating in their seat, while an interactive element allows them to playfully design the scenario they see.

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