Mercedes-Benz — EQS SUV Showcase
Our approach
We treated the stand as an immersive space rather than a display plinth. The car sits on a raised black reflective platform edged with a continuous line of light, which separates it from the lawn and makes it glow at dusk. Tall arches with Moroccan geometric patterning frame it on either side, one of them carrying the Mercedes-Benz star, so the brand mark is part of the architecture. Finishes and ambient lighting were chosen to show the vehicle in a modern, elegant frame, and the structure was built and lit on site in the nights before the opening.
The stand had to carry the prestige of the brand inside a fashion event. Guests move around a car, photograph it and see it by day and by night, so the setting needed to feel at home in the Caftan Week atmosphere while keeping the EQS SUV the first thing the eye finds.
Final results
The stand worked in two moods: a clean daytime presentation, and an evening scene with guests gathered around the illuminated vehicle, the brand star framed by the arches in every photograph.
