In the midst of “Paris + by Art Basel,” the Parisian international contemporary art fair held at the Grand Palais Ephémère from October 20 to 23, Mercedes-Benz set the event on fire with an immersive experience created in partnership with Kid Cudi.
In collaboration with Grammy Award-winning rapper and actor Kid Cudi, the event transformed the Rodin Museum gardens into an interstellar journey. The happy few, including the couple Roger & Mirka Federer, designer Heron Preston, or artist KAWS, among others, were transported to a lunar moon path fit with LED screens and mirrors. Inside, they were serenaded by a 20-piece orchestra playing renditions of iconic Kid Cudi hits, followed by an intimate performance by the musician using Dolby Atmos technology – the use of Dolby Atmos technology is no coincidence as it will soon be embedded in some Mercedes-Benz cars, including the Mercedes-Maybach S-Class, Mercedes-Benz S-Class, SL, and EQE, EQE SUV, EQS and EQS SUV, following the agreement between the German carmaker, Apple Music and UMG, ushering in a new era of in-car entertainment.
During the evening, guests were also able to marvel at a 360-degree digital installation, featuring the original artwork of Kid Cudi and the Mercedes-Benz Magical Garage campaign, which highlights new products from the automaker.
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Another highlight of the exclusive night was the futuristic artwork, created in partnership with New York-based artist KAWS, which mesmerized guests through a moving display prompted by a violinist. The work was inspired by Cudi’s Man On The Moon and KAWS’ iconic COMPANION character.
“Mercedes-Benz has inspired conversations in culture & design ingenuity for decades, and art is a natural course for us to innovate our brand storytelling,” said Bettina Fetzer, Vice President Communications &
Marketing Mercedes-Benz AG. “Kid Cudi has a unique creative vision and cultural influence that reaches across multiple sectors and our one-of-a kind partnership, launched as an immersive event in Paris, brings Mercedes-Benz’ core values of innovation and technology to a global audience through a tangible brand experience.”
“This event in Paris was a unique opportunity to showcase all my artistic passions in one environment. The brand gave me the creative freedom I needed to shape the experience,” Kid Cudi, meanwhile, expressed.
Click on this link to read this article in French version.
