Mercedes-Benz - Star Lounge

Branded experience


As part of the Formula 1 Grand Prix in Montreal, we had to transform a rudimentary terrace into a welcoming and 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.


In order to understand the brand and build a hosting experience that really transcends it (while also being entertaining and engaging), we conducted extensive research on the audience that would be present, as well as on the Mercedes-Benz brand and any previous car show installations.

Creative Solution

From the arrival by boat to the internationally recognized barber, we created an immersive yet open environment that made each visitor feel they were living a unique and 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.


Three days, 3000 participants. The Canadian Mercedes Grand Prix hosting team scored high 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, while the excitement was hard to miss, and the experiential area was fully occupied 98% of the time.

Youville Haussmann Park