Dezeen promotion: Studio Mary Lennox has covered a vintage Mercedes-Benz in flowers for an installation at the car brand's creative space in Munich.
The New Awakening campaign is the second to take place at Studio Odeonsplatz, a programmatic brand experience space opened by Mercedes-Benz that will showcase constantly changing campaigns and offer a "phygital" ? physical and digital hybrid ? approach to content.
The New Awakening installation surrounds a vintage Mercedes-Benz 300 SL
Conceived by experience creators Liganova, the collaboration with Berlin-based flower art label Studio Mary Lennox resulted in a floral sculpture that surrounds a Mercedes-Benz 300 SL model.
"Having always been inspired by the design and colours of vintage Mercedes, it was a dream project," said Ruby Barber, founder and creative director of Studio Mary Lennox. "Snow completely covered Munich as we covered a vintage car in flowers. The blooming installation is much needed early promise of spring and new awakenings."
Studio Odeonsplatz acts as a creative exhibition venue and content hub
The botanical artwork was produced to tie into the seasonal theme, aligning with a programme of digital and, eventually, physical events.
Visitors to the space will be able to scan a series of QR codes with their smart devices to bring up interactive digital content, or use the location-specific EXOS app to access bespoke digital experiences that complement the physical installation.
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