Dezeen promotion: Studio Mary Lennox has covered a vintage Mercedes-Benz in flowers for an installation at the car brand's creative space in Munich.
The New Awakening campaign is the second to take place at Studio Odeonsplatz, a programmatic brand experience space opened by Mercedes-Benz that will showcase constantly changing campaigns and offer a "phygital" – physical and digital hybrid – approach to content.
"Having always been inspired by the design and colours of vintage Mercedes, it was a dream project," said Ruby Barber, founder and creative director of Studio Mary Lennox.
"Snow completely covered Munich as we covered a vintage car in flowers. The blooming installation is much needed early promise of spring and new awakenings."
The botanical artwork was produced to tie into the seasonal theme, aligning with a programme of digital and, eventually, physical events.
Visitors to the space will be able to scan a series of QR codes with their smart devices to bring up interactive digital content, or use the location-specific EXOS app to access bespoke digital experiences that complement the physical installation.
The floral elements and natural materials used in the Studio Mary Lennox installation continue throughout the space and the digital content to expand the narrative of the campaign.
The New Awakening campaign was chosen because it stands for new beginnings as well as the process of self-development, according to the creative team. It is intended to inspire visitors and participants to break free from old habits and patterns, and makes way for innovation, future visions or personal development.
As well as exhibition spaces, the 400-square-metre venue includes a lounge area for co-working and community gatherings, a podcasting studio and a deli bar.
"The objective of the new Studio Odeonsplatz by Mercedes-Benz is to create an inspiring and emotional brand access in the centre of Munich," said Bettina Fetzer, vice president marketing at Mercedes-Benz. "In cooperation with various partners, creatives and artists, we will constantly be creating new environments that enable digital and interactive brand experiences."
A series of temporary campaigns, each lasting several weeks, will encourage visitors to continually return to the space and experience new curated content – both in-person and online.
For more information about Studio Odeonsplatz, visit the official Instagram account.
This article was written by Dezeen for Studio Odeonsplatz as part of a partnership. Find out more about Dezeen partnership content here.