Shine On, which includes a sparkling reinterpretation of the brand's classic SL 320 car by artist Sara Shakeel, explores themes such as human-centric design and time travel.
Shakeel, a Pakistani dentist-turned-artist known for her use of glitter and crystals, has created a number of artworks for the exhibition including a modified Mercedes-Benz SL 320 animated with digital projections and clad in a sparkling exterior.The artist has also created a number of digital artworks to be displayed on an interactive wall in the space.
Dezeen has documented Shine On in an exclusive Instagram reel to launch the exhibition.
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"I was immediately drawn to the idea of an ever-changing brand space," said Shakeel. "It's the future of retail in my opinion."
"Like me, Studio Odeonsplatz is optimistic, experiential and focused on the joys of creativity and digitisation," she explained.
"I see the space as a new kind of gallery, which melds physical and digital lifestyles, and where people can connect with art and culture in unique ways."
Shine On is the latest exhibition to take place at Studio Odeonsplatz, a brand experience space opened by Mercedes-Benz that will showcase constantly changing campaigns conceived by experience creators Liganova.
Digital projections are used to alter the surface of the space and vehicle.Earlier this year, Studio Mary Lennox took over the space and covered a vintage Mercedes-Benz in flowers.
As well as its exhibition spaces, Studio Odeonsplatz includes a lounge area for co-working and gatherings, a podcasting studio and a deli bar.
The 400-square-metre venue was designed as a home for the Mercedes-Benz brand in Munich and aims to combine physical experiences with digital ones through its bespoke EXOS app, which invites visitors to discover more about the objects and installations.
A series of temporary campaigns, each lasting several weeks, will encourage visitors to continually return 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.