A present-day marketing event – especially one for the press – should produce striking images. This is no doubt also what Oliver Schrott Kommunikation had in mind when choosing the location for the world premiere of the new Mercedes-Benz G-Class as part of the Detroit Auto Show 2018: the former Michigan Theatre. It was built in 1925 and is a truly magnificent building with its opulent dome. At the time, it seated around 4000 spectators and welcomed stars such as Frank Sinatra, Louis Armstrong and Doris Day. However, since the mid-1970s the building has been going to rack and carving out a miserable existence as a dilapidated parking block.
However, even after 40 years of decline, the architecture has not lost its fascination. For this reason, it was viewed as an ideal location for the G-Class – the Mercedes-Benz that has been produced for the longest – and its product claim “stronger than time”. A multimedia storm of the elements was staged for the presentation. Swirling foliage, lightning and thunder, wind and fire showed the off-road vehicle in its natural environment. A platform with a ramp with an incline of 40 degrees enabled a live presentation of its driving dynamics and the central final scene: a G-Class crowns the peak with the renaissance dome of the former theatre above it.