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Senior Reporter at The Drum

Mercedes-Benz installation celebrates 125th anniversary

Automotive brand Mercedes-Benz has placed a new installation into its Brentford showroom, the fourth of an initial nine executions to celebrate the company’s 125th anniversary.

Created by Green Room Retail, the installation features Mercedes-Benz vehicles against a 3D backdrop which attempts to illustrate poignant moments in time over the last century-and-a-quarter within the 50 meter window overlooking the M4.

Birmingham-based Green Room was appointed in October to design, develop and install a range of 3D visuals with the aim of broadening the appeal of the dealership, while also capturing interest and drawing in customers.

Matthew Wrigley, marketing manager for Mercedes-Benz Retail, explained: “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.”

Richard Ash, chief executive of Green Room, added: “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.”

The first execution from the agency was created to tie-in with London Fashion Week, using oversized props to highlight the company’s involvement with the event.

This was followed by another installation entitled ‘Utopia’, created to coincide with the clocks going back, while a third saw seven Mercedes-Benz vehicles pulling Santa’s sledge.

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