Magical Garage
On the occasion of the automotive and art fair in Paris, Mercedes-Benz presented itself in the beautiful gardens of the Musée Rodin and transformed them into a colorful stage for forward-looking technological innovations. The automotive manufacturer celebrated the premiere of the EQE SUV and hosted a series of exclusive events.
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As a highlight for visitors, a brand campaign was brought to life in physical space for the first time: the Magical Garage of the “Showcasing Innovations” campaign was turned into reality. A walk-in installation created a self-contained experiential environment that took visitors on an immersive journey. They found themselves as protagonists of the campaign, floating through the different settings of the Magical Garage and exploring Mercedes-Benz’s pioneering innovations in a playful way.
Surrounded by numerous LED modules, visitors were fully immersed in the fantastical visual worlds of the Magical Garage, while a Dolby Atmos system provided distinctive, high-quality sound. Facial and voice recognition responded to visitor behavior, creating a personalized experience. The 360° multimedia installation was not only a walk-in artwork but also a unique cinematic experience.
Part of the temporary event structure was a specially designed tent construction that opened up views of the historic main building. The façade, staged with projections, served as a multifunctional scenic backdrop.
