Interactive History Experience

World premiere E-Class L // Mercedes-Benz

An impres­sive connec­tion between Chinese tradi­tion and modern self-under­standing in today’s 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 today’s 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 People’s 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.

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