Northstar

21 JUL-AUG 2019 MEETINGS & CONVENTIONS MCMAG-ASIA.COM W e've done the legwork so you don't have to. Here, a plethora of refreshing event themes from tropical glamour, enchanted forests to intriguing murder mysteries. What was the aim of the event? Mercedes-Benz, our long-time partner, wanted to unveil the new Mercedes-Benz CLS in a way that spoke to the campaign tagline of "a sensual a!air". We had the challenge of executing the launch in a way that had never been done before in other car launches. To convey mystery and intrigue, we dressed the event in red, black, smoke and lights. We drew inspiration from various art and light installations, which have been used for other brand launches but never for car launches. This event won us a Markies award this year for 'Most Creative Launch/Re-launch'. How did you execute it? We found Singapore Wine Vault, which has an industrial space with high ceilings. That's how we convinced the client to pick this venue, even if this meant they had to send their guests all the way to Boon Lay in the far west. It was a four- hour event for 300 guests. We built a towering 10x10x5m metal structure around the car, which was draped with a mesh material to conceal it from guests before the launch. Guests entered the venue in pitch darkness, where only the projection of the Mercedes-Benz logo was visible. We came up with graphic content to be projected onto the mesh material. With the lights, we played with lines to create a stark cage-like visual e!ect, which was synchronised according to music. What were the challenges and how did you overcome them? Certain equipment like lasers that we initially intended to use couldn't be acquired locally in Singapore. So we had to think of alternatives to achieve the same lighting e!ect and precision of criss-crossing lines. We eventually found a solution to use a lighting bar that was close enough to what a laser does. Finding the right kind of mesh material was also tough because it had to hide the car, be able to show projected content and still be thin and lightweight. SMOKE, LIGHTS, AND ACTION PLANNER: CYNDEE LIM, EVENTS DIRECTOR, MERCURY LIVE CONTACT: CYNDEE@MERCURYLIVE.SG VENUE: SINGAPORE WINE VAULT Events company, Mercury Live, won the Markies award for their out-of-the-box creative launch for Mercedes-Benz, which took place last September.

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