Mercedes-Benz unites motorsports 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 around the world. 16 al 23 October.

Open to museum visitors since the past 18 October in the gardens of Museo Rodin from 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 show the art collection that the company has, thus uniting the parallel car and art fairs taking place in the city this month.

The installation magic 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 fountains and is accessed through a walkway..

This installation of 360º immersive art and 6×6 meters is configured with large cubes with mirrored outer surfaces and inner surfaces that are individual screens. Multimedia content and exterior mirrored 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, mingle and communicate in the middle of the current art fair, which is also a center for creative pioneers - explains Bettina Fetzer, vp. of communications and marketing of Mercedes-Benz AG-. An unexpected brand experience in a cultural environment that makes our brand accessible on an emotional level”.

This action, subraya Fetzer, “allows us to exchange ideas with clients, brand fans and new target groups, at the same time we obtain 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 one 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 at 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.