New S-Class: Breathtaking Show in Shanghai, China
On Saturday, September 28th September, 2013, Auditoire and Media-Artist Andree Verleger staged the official launch event of the all-new S-Class in the Mercedes-Benz Arena Shanghai, China.
An international audience of 2,500 people witnessed the official arrival of the new S-Class in its biggest market: China. To mark the moment, Andree Verleger, world-renowned visual artist and show director, put together a breathtaking show highlighting the brand slogan "Vision Accomplished".
Customers, dealers, brand ambassadors and special guests joined up in Shanghai's Mercedes-Benz Arena for an evening of colourful storytelling. Lead agency AUDITOIRE had only four days to set the stage for a unique show featuring 200 artists, including performances by the Chinese megastars Liu Huan and Na Ying. 1245 square meters of multi-level LED screens evoked the impression of a gigantic media installation sculpture. From ancient Feng Shui painting techniques to modern innovations, the show's storyline spun around the evolution of the automobile and the heritage of Mercedes-Benz. Dancers and aerial artists forming a Mercedes star clearly marked a visual highlight on a night loaded with enthralling images: Classic and avantgard, legacy and modernism, east and west, invention and reinvention were all melted into an inspiring, moving and yet progressive multimedia showcase.
AUDITOIRE is a live communication, events and experiential marketing company with headquaters in Paris and offices in Doha, Shanghai, Beijing and Singapore, working with luxury brands such as Dior, Rolex, Montblanc, Louis Vuitton and automotive brands such as Jaguar, Volkswagen and Mercedes-Benz on large-scale brand experiences and event communications.
Agency: Auditoire // China
Creative Direction: Andree Verleger & ABC Event Production GmbH & Co. KG