MERCEDES BENZ

TORSTAR CREATES BESPOKE MODERN LUXURY GLAMPING EVENT TO LAUNCH GLC: MERCEDES BENZ BIGGEST CAR LAUNCH IN 7 YEARS.

In celebration of the launch of the new Mercedes-Benz GLC, TORSTAR was engaged to create an ‘out of the box’ event to amplify the biggest car launch for Mercedes-Benz in 7 years.

Set alongside the beaches of Byron Bay and the green hills of the Hinterland, TORSTAR designed, created and produced a pop up hotel ‘Glamp Ground’ and bespoke conference venue on behalf of Mercedes-Benz. Facilitating 575 guests and 30 Mercedes-Benz key stakeholders over the course of 7 days, the luxury pop up event concept brought to life the message behind modern luxury and the brand statement, ‘make the best of every ground’.

TORSTAR worked in partnership with multiple long-term preferred suppliers to bring the luxury glamping creative to life, building a small ‘village’ of tents and tepees from the ground up and successfully coordinating and managing the infrastructure required to run the week-long event. This, coupled with the production of a dramatic car reveal and gala evening event, created a memorable event and brand experience unlike any other.

“Working on an event of this scale was incredibly rewarding. From a project management and logistical perspective there were many multi-dimensional elements to explore and it was thrilling to see our creative come to life after months of planning. We were lucky to work with an adventurous client who was willing to look outside the box and an incredibly professional team who worked together to turn the creative into a reality”, said Emma Lerche, Business Development Director, TORSTAR. “It was a pleasure to bring the concept of modern luxury to life.”

TORSTAR has been working with luxury brands creating and executing world class events for 15 years. Highlights include the first ever fashion parade produced for A-List guests on the Queen Mary 2 when it docked in Sydney harbour, incredible media moments for Nespresso and luxurious fashion events for Neiman Marcus.