© CQC & Mercedes-Benz
AVANTGARDE SETTING FOR THE CONCEPT A-CLASS
One highlight of the »Avantgarde Diaries – Transmission1« festival in Berlin was the artistic setting for the Concept A-CLASS. Joining forces here with the French lighting specialist Thierry Dreyfus and the German product designer Konstantin Grcic, the Dutch conceptual and multimedia artist Germaine Kruip combined the consummate purism of Raf Simons with the pioneering spirit of the Mercedes-Benz brand. Creating a complete experience through the use of space, light, lasers and furniture, visitors were encouraged to discover the new. The installation thus provided impressive evidence that interest and excitement about going beyond existing frontiers – not just at Mercedes-Benz – are key drivers of innovation and progress.
Staged in an inspiring way, the showcar provided a taster of what is to come with the new A-Class, and is sure to arouse curiosity about the new generation of compact cars from Mercedes-Benz, which is due to be launched in four variants over the next four years. The brand with the three-pointed star was thereby underlining its ambition to lead and demonstrating that it will continue to point the way forward in future.
»The first impression of the concept car is an apparition surrounded by a cube of light. This volume of light creates a filter before you can approach the car to see and discover it from near by. The idea of the light screens is not to hide the car but to create a scenography of an encounter. Traditionally you see cars presented in an upfront way, like objects. Here the car is presented as an entity, a presents that is discovered by everyone in its own pace. A phantom first refers to a memory, something you know. But through the things we know we discover the vanguard.« Germaine Kruip & Thierry Dreyfuss
THE AVANT/GARDE DIARIES Website