Client: Mercedes-Benz

Star Lounge

Branded experience

For the Formula 1 Grand Prix in Montreal, we transformed a rudimentary terrace into an extraordinary VIP space where Mercedes-Benz could invite all their important contacts.

We created an immersive yet open environment, with scenography inspired by the science of aerodynamics. Playing on points of view and the tension between intimacy/openness and shadow/light, it paid homage to the Mercedes-Benz brand universe. Objectives for dwell time and space usage were exceeded for a set of very demanding Mercedes-Benz fans.

Challenge

As part of the Formula 1 Grand Prix in Montreal, we transformed a rudimentary terrace into a welcoming VIP space where Mercedes-Benz could invite important contacts from all around the world. This space was intended to bring extraordinary experiences to life, while also enhancing the international company’s brand essence and the Montreal spirit.

Process

In order to understand the brand build and create a transcending hosting experience that was both entertaining and engaging, we conducted extensive research on the audience that would be present, as well as on the Mercedes-Benz brand and previous car show installations.

Creative Solution

From an arrival by boat to the presence of an internationally recognized barber, we created an immersive yet open environment that made each visitor feel they were living a unique, exclusive experience. We created scenography inspired by the science of aerodynamics, playing on points of view and the tension between intimacy/openness and shadow/light, while paying homage to the Mercedes-Benz brand universe. We tinted the whole experience with a Montreal vibe by including an ultra-realistic VR Formula 1 simulator and a high-end culinary experience.

Results

Three days, 3,000 participants. The Canadian Mercedes Grand Prix hosting team scored higher compared to the average satisfaction of other Grand Prix experiences in the world. The average in-space dwell time was of 2.37 hours per participant. As for engagement, the excitement was hard to miss, and the experiential area was fully occupied 98% of the time.