FIRST launched the new Mercedes-Benz GLE Coupe and the GLE facelift, delivering on the brand promise “make the best or nothing” and successfully showcased the vehicles’ capabilities in multiple terrains, with a specific focus on the urban environment.
The launch took place at the Capitol Theatre and guests were invited to take photos featuring them standing on the beams of a bridge looking down at the new Mercedes-Benz GLE Coupe and encouraged to share these via social media. The main environment within the theatre was fashioned after a high-end urban lounge with a central bar and bartenders whipping up customized Mercedes-Benz cocktails throughout the evening.
The event took place on the main theatre floor and featured a custom produced high-impact video, which was projected onto a 6m x 10m designed wall. The video served as an introduction of the car’s key features conquering different terrain. To further enhance the “wow” factor, this launch video was accompanied by a choreographed performance by two aerialists on the wall where they were interacting with the video before the projection wall was hydraulically lifted to the eventual grand unveiling of the Mercedes-Benz GLE Coupe and the GLE.