Interactive History Experience
World premiere E-Class L // Mercedes-Benz
An impressive connection between Chinese tradition and modern self-understanding in todays China was established by Mercedes-Benz with the national premiere of the new E-Class on the eve of the Auto China in Beijing ...
An impressive connection between Chinese tradition and modern self-understanding in todays China was established by Mercedes-Benz with the national premiere of the new E-Class on the eve of the Auto China in Beijing. With approximately 600 guests - among them national and international journalists, bloggers, influencers and VIPs - the car maker celebrated the launch of the long version of the business sedan produced exclusively for the Chinese market during a festive evening gala in the BTV Grand Theater.
For this event, OSK developed a set-up in the style of a traditional Beijing court house (Siheyuan) - with a square green courtyard as a meeting point for the inhabitants and with rooms arranged around it. It was the objective to position the new E-Class as the best vehicle option for those customers, who strongly believe in the progress and success of the Chinese society and who decisively shape it. As a proof of the consistent and ongoing progress of the last decades, a 70-meters long Living Picture was installed through the entire width of the room. Designed like the digital form of a classic Chinese scroll, it re-traced the way of the Peoples Republic to being the second biggest world economy and it offered the guests numerous opportunities for interaction - from activating audiovisual content per gesture control, via the personal greeting of the host-avatars up to entering the image.
The highlight of the world premiere was a 30-minutes, multimedia reveal show with interesting speeches as well as classic and modern music, and dance performances during which live acts and videos merged in a fascinating way. Visually stunning, emotional and, above all, in a way to be recounted, the E-Class was staged as a technological milestone in the context of the Chinese success story.
And all that with a great media success: the E-Class LWB was the model of the Auto China with the greatest coverage worldwide - and in China.