Mercedes-Benz Precious Metal under the Star Dome

Challenge

While traditional car shows bring the people to the vehicles, GPJ’s challenge was to bring the vehicles to the people; creating an installation from scratch and making it show-ready in 24 hours.

Solution

Largely under the cover of darkness, the Star Dome was installed in three separate CBD locations – King George Square in Brisbane, The Rocks in Sydney and Southbank in Melbourne.

Housed inside the Star Dome, the ‘Precious Metal’ exhibition allowed Mercedes-Benz to showcase the fusion of cutting edge engineering with beautiful design. Vehicle displays were accompanied by a series of dynamic projections and video footage reflecting the key Mercedes-Benz lifestyle platforms that are golf, fashion and motorsport.

Visitors to the Star Dome were given a chance to get up close and personal with top-of-the-line Mercedes-Benz models; to sample soft-close boots; to experience the wow-factor of the SLS AMG Roadster; and to marvel at E63 AMG S which is capable of accelerating from 0kph to 100kph in a mere 4.1 seconds.

Results

When it comes to multi-sensory branding experiences, the GPJ-built and managed Mercedes-Benz
Star Dome was the “torque of the town” during its three-state Roadshow. Within just hours, the Star Dome morphed into a multi-sensory exhibition incorporating the latest Mercedes-Benz vehicles with state of the art projection and video content. Travelling from Brisbane to Sydney and Melbourne, the exhibition attracted more than 12,000 attendees at an average of over 1,000 per day. All in all, an exhibition that celebrated Mercedes-Benz vehicles not just as cars but as “Precious Metal”.

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