We took over Rebel Nightclub for an evening, creating an experience that built up the new model's "Hey Mercedes" AI assistant and how it could transform the car to match its driver's mood and surroundings.

Guests entered through a dynamic light portal that reacted to how busy the space was.

Inside, guests enjoyed cocktails in an immersive "urban traffic" environment while a DJ spun tracks mixed with sounds of the city.

We used 3 giant on-stage displays and a 360* projection in the centre to bring the atmosphere of the city to Rebel as guests filtered in.

The lights dimmed and a video took over, teasing the car's details over soundbites of all the things our target had asked for in a new car – building to a "Hey Mercedes, let's go" kabuki drop reveal

Post-reveal, a voice would chime in every 30 minutes saying "Hey Mercedes, set the mood" and the space would transform into one of four distinct moods – each with its own color palette, video content, music and details.

Staff changed uniforms and menus transformed to enhance each mood, from fall cottage getaways to late night food runs.

Mini photo ops throughout the space detailed secondary features, from the car's smart in-car office functions...

... to the fully customizable in-car lighting system.

Guests were invited to hop in and experience each mood shift from the drivers seat as the car's cabins synced to and transformed with the space around them

Every corner was designed to be another opportunity to get hands (or butts) on the car.

It was a packed house, with over 2000 people getting a photo-worthy, first-hand look at all that the next-gen car had to offer.

Despite all that, this wound up being the most asked about item in the entire space (I get it, I desperately tried to claim it for myself)