THE SHAPE OF PERFECTION by Milla Und Partner Agentur & Ateliers for Mercedes-Benz

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THE SHAPE OF PERFECTION

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Industry Cars
Media Design & Branding
Market Germany
Agency Milla Und Partner Agentur & Ateliers
Creative Director Johannes Milla, Sebastian Letz
Released June 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: MERCEDES-BENZ
Product/Service: MERCEDES-BENZ
Agency: MILLA UND PARTNER AGENTUR & ATELIERS
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: MILLA UND PARTNER AGENTUR & ATELIERS, Stuttgart, GERMANY
Creative Director: Sebastian Letz (Milla und Partner Agentur/Ateliers)
Creative Director: Johannes Milla (Milla und Partner Agentur/Ateliers)
Design: Florian Bürkle (Milla und Partner Agentur/Ateliers)
Graphic Design: Benjamin Tafel
Composition: Oliver Heise
Composition: Daniel Vulcano
Media placement: Temporary Exhibition - Mercedes-Benz Dealership Peking - 01.06.2009

Describe the challenges and key objectives
Our key objective was to create an exhibition that celebrates the extraordinary history, pioneering design, exclusive individuality and unsurpassed quality of the brands Mercedes-Benz and Steinway & Sons.

Describe the brief from the client
Enact the interplay of the two iconic brands Mercedes-Benz and Steinway & Sons, whose common history can be traced back to the year 1888, in a travelling exhibition. The target audience: all visitors to Mercedes-Benz dealerships worldwide.

Describe how you arrived at the final design
The exhibition invites visitors to enjoy an exclusive concert atmosphere. A composition for 3 pianos pays homage to the 3 fascinating exhibits of unmistakable, perfect design: the Steinway grand piano, the legendary "Gullwing", and the new-generation SL-Class. Each exhibit is represented by its own melody and presented on its own stage, thus defining the room. A huge wall graphic frames the space. It awakens associations of piano wires and the alignment of bodyworks and is reminiscent of oscillations and movement. The key-visual on the wall graphic reappears on the accompanying flyer, CD-ROM with the concert recording and on the score.

Give some indication of how successful the outcome was in the market
The exhibition was first shown in the new Mercedes-Benz dealership in Peking. It has now travelled to Europe, with its first stop in Munich. The exhibition is also successfully used as platform for events and concerts taking place in the dealerships, to which Mercedes-Benz VIP customers are invited.