Green Room delivers latest design for Mercedes-Benz

Green Room Retail has completed its latest installation for Mercedes-Benz’s flagship showroom in Brentford. The fourth in an initial series of nine executions, this latest scheme celebrates Mercedes-Benz’s 125th anniversary. The installation, which features three stunning Mercedes-Benz vehicles set against a 3D backdrop illustrating poignant moments in time from the last century and a quarter, was completed in time for the company’s official birthday.

The vehicles on display include a full-scale model of the Benz Patent-Motorwagen from 1886, widely recognized as the first ever motor vehicle, and the stunning CLS coupe, the latest model to join the Mercedes-Benz family. Mercedes-Benz Brentford is a three-storey site with an extensive 50-metre window on its uppermost level looking out onto the M4. This is one of the busiest sections of motorway in the country, acting as the main road artery between London and Heathrow. It’s estimated over 60,000 vehicles pass the site daily, providing Mercedes-Benz with a tremendous opportunity to capture attention and reflect both seasonal and key cultural events as well as promoting the Mercedes-Benz brand and heritage.

Green Room was appointed in October following a competitive pitch to design, develop and install a range of striking three-dimensional visuals that would broaden the appeal of the dealership, capture interest and drawn in customers. Green Room’s first execution saw the showroom and window dressed for London Fashion Week, with oversized props and striking graphics highlighting Mercedes-Benz’s involvement with the capital’s annual fashion extravaganza.

The second execution, delivered to coincide with the clocks going back and the return of long, dark evenings, called upon a stunning, futuristic lighting display and projections, themed ‘Utopia’.

A third campaign saw the window turned into a fun winter wonderland and seven Mercedes-Benz vehicles turned into Santa’s sledge being pulled by his trusty reindeer.

Matthew Wrigley, marketing manager for Mercedes-Benz Retail, comments: ‘This project is quite a departure from Mercedes’ usual approach to visual merchandising within our dealer network but Green Room have proved to be the perfect partner to help steer us through the change. With such a high volume of passing traffic, we knew our Brentford site was an opportunity waiting to be exploited and Green Room have helped us do this without compromising the site’s remit as a retail showroom, or our strong brand values.

‘Green Room has proved itself to be a highly intuitive and creative design agency. They look at campaigns very differently to other agencies and I have found them to be a real breath of fresh air. I’ve commissioned them to work with Mercedes-Benz for the next 12 months and I’m genuinely excited to see what they come up with next!’

Richard Ash, Green Room’s chief executive comments: ‘This latest execution for Mercedes-Benz is the fourth of nine designs we have been commissioned to install in Brentford, and it’s perhaps the most challenging yet. Yet the project is proving to be a really great brief and rewarding in that our work is helping to shape the direction of the Mercedes brand at retail. In just a few short months, I think it’s fair to say we have developed this third floor showroom window into a must-see feature on the M4 corridor, entertaining, amusing and intriguing passers-by in equal measure, and there’s still more to come.’

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