Mercedes-Benz CLA Launch

FIRST worked with long term client Daimler Mercedes-Benz to deliver the creative concept, production, venue management and F&B for the launch of their new CLA Coupé.





Product Launch


FIRST created a concept based around the tagline of #PLAYBYYOURRULES that involved a unique hawker-style venue with graffiti installations. Drawing on the existing look and feel we enhanced this with an interactive display of street artists spraying directly onto a vinyl wrapped car.

The center piece of the evening was a kinetic light installation, which was programmed to “dance” over the hero car during the official launch sequence. Food was a diverse mix of local cuisine and entertainment included a DJ and an appearance by Benjamin Kheng from The Sam Willows.

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