Media Experience for Mercedes-Benz GLS

Park City, Utah

The multi-wave, multi-location Media Press Drive for the new Mercedes-Benz GLS embodied the spirit of the refined adventurer in the natural surrounds of Park-City Utah. The event concept and final design was a testament to onsite creative prowess and budget maximization to delivery an impactful event that matched the luxurious nature of the product presented. Leading the experiential production of this event, my mission was to create an immersive brand experience that captured the essence of luxury and adventure synonymous with Mercedes-Benz. The multi-wave event extended over three weeks, featuring a diverse range of activities from a detailed press conference, drive routes and an off-road course to an intimate rustic BBQ set against the backdrop of a 19th-century cabin.

* Work completed as part of OSK New York

Conceptualization & Design

The first challenge was to create a thematic cohesion that would seamlessly blend the rugged beauty of Utah’s landscape with the sophisticated elegance of the Mercedes-Benz GLS. The second challenge was create a flexible space that could accommodate multiple functions at different times throughout the event. I utilized a mix of lounge and cocktail furniture pieces that could be arranged in a way to service the daily morning press conference and be rearranged into a soothing lounge for the evening night cap. A natural color palette accented with luxurious textures to embody the essence of the Mercedes-Benz GLS brand.

Execution & Coordination

Executing this vision required precise coordination and adept project management skills. I liaised with a diverse team of vendors to bring the event to life, from AV technicians ensuring flawless presentations and lighting schema to a robust scenic team to simultaneously build out the multiple event locations. Special attention was given to the rustic BBQ at the 19th-century cabin, where we arrived to an unseen existing conditions due to longer than usual lingering snow cover. We worked onsite to design and create a evening BBQ set-up that heightened the authenticity of the setting while implementing modern amenities and luxury touches. This careful balance of elements demanded constant communication with vendors and meticulous oversight of the installation process, ensuring every detail aligned with the overall event theme.

Staying within budget while delivering an event of this magnitude and quality was a significant part of the planning process. Through strategic negotiation with vendors and creative problem-solving, I ensured that the production remained cost-effective without compromising on the luxurious experience we aimed to provide. The successful delivery of the Mercedes-Benz GLS media press drive not only elevated the brand’s image but also showcased my ability to manage complex projects seamlessly. The event was a testament to the power of blending creative vision with meticulous planning and execution, resulting in a memorable experience that resonated with the attendees and further solidified Mercedes-Benz’s position in the luxury automotive market.

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