The Mercedes-Benz National Dealer meeting is a bi-annual conference of the major dealers across Canada. We were asked to break the cycle of repetitive and predictable business meetings and create a fresh and unexpected take on NDM 2022.
As a brand that very recently announced a commitment to embracing and acting like a luxury brand there felt like there was only one destination that made sense – Toronto’s Yorkville neighborhood. Spending time alongside high end luxury brands, dealers were truly immersed in what it meant to live and act as a luxury marque. From high end dining, to exclusive access at some of the most premium retail locations in Canada, this NDM gave the dealers a chance to reconnect and feel inspired as they entered 2023 redefined as to what luxury means to Mercedes-Benz.
Mercedes-Benz had a limited window of opportunity to showcase the Concept Mercedes-Maybach Haute Voiture during the 2022 Holiday season and needed a unique experience to generate awareness and desire for its Top-End Vehicles (specifically Mercedes-Maybach and G-Class) to reinforce the brand’s luxury positioning.
Inspired by the “otherworldly” nature of the Mercedes-Maybach Haute Voiture and the customized offerings of MANUFAKTUR, we designed and created an immersive retail pop-up where guests could experience Mercedes-Benz Top-End Vehicles first-hand while shopping for a curated selection of unique, luxury holiday gifts.The 8000 square-foot location was divided into two distinct interactive environments featuring local and global lifestyle brands that aligned with the aesthetic and lifestyles of display vehicles. With no pressure (or possibility) of buying these display vehicles onsite, guests and attendees at VIP events were encouraged to enjoy the experience and imagine themselves in the world of Mercedes-Benz with no strings attached. Interested buyers met with our expert concierge staff to learn more or be connected with local dealers for follow-up conversations.
Why not take a look at a few of our other projects.