Mercedes-Benz at the International Motor Show (IAA)
IAA 2013: A symphony of elegance
Andree Verleger and Oliver Schrott stage a unique and elegant show around a car that turns science-fiction into reality.
In cooperation with Oliver Schrott Kommunikation, media artists Andree Verleger developed and produced a gigantic musical and visual show for a press conference that marked one of the highlights of the 65th IAA: the revelation of the new Concept S-Class Coupé. The car that can drive itself was sure to get the attention of the automobile community; approximately 2000 international guests attended the Mercedes-Benz booth in the Frankfurt Festhalle on Tuesday, September 10th, 2013.
Symphony for a unique car
To transport the fascination of Mercedes, Andree Verleger created a "Symphony of Elegance, Power & Soul in 5 acts" to launch the Concept S-Class Coupé. Music, vocalists and artists blended in an intense, virtuous and authentic composition higlighting its uniqueness and elegance. As part of the symphony created by Verleger, a virtual piano stretched over the impressive stage. It was played by dancers interacting with the multi-level LED screens. Vocalists embodied the different features of the car, famous aerealists joined the dancers in a performance to underline the elegance of this vehicle. For the grand final, an impressive choir appeared on the screens to accompany the arrival of the actual Concept S-Class Coupé on stage.
Agency: OSK, Oliver Schrott Kommunikation GmbH
Creative Direction: Andree Verleger & ABC Event Production GmbH & Co. KG
Photos: Ralph Larmann