Mercedes-Benz is marking the market launch of its new four-door coupé, the CLA, with an internationally unique exhibition of photographic art. The digital photo installation #Untamed opened yesterday in a Mercedes-Benz pop-up store in the centre of Paris.
On display are hundreds of personal photos taken by Instagram users from around the world, all of which reflect the philosophy behind the CLA: unconventional, unusual and untamed. The photos show just how unique every human being is and how much one person’s individual style and perspective on the world can differ from those of others.
Participation is possible until 10 April. The exhibition runs until 13 April 2013 and admission is free. All visitors will also be offered the opportunity of a test drive with the new CLA, also at no cost, through the French capital.
“We are absolutely thrilled by the creativity shown by internet users in interpreting the idea behind the online campaign”, commented Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars. The international online campaign #Untamed was launched on the website www.untamed-installation.com by Mercedes-Benz in February. All users are invited to upload the three most creative and unusual pictures from their personal Instagram photo stream and have them evaluated using the #Untamed Score. This indicates how unique the style of the pictures is compared with the pictures of other users. The choice of motif is completely free. There is just one thing the photos should not be: average. An artistic display of all the pictures submitted by 10 April 2013 is being mounted in the Mercedes-Benz pop-up store in Paris and presented to an international, art-loving public.
Alongside the Untamed exhibition all those interested can find out about the new CLA in unique surroundings. The temporary store in the heart of Paris invites visitors to a special Mercedes-Benz brand experience on four floors.
The exhibition is open daily from 10 a.m. until 7 p.m. (closed Sunday) at the Mercedes-Benz pop-up store: 25 Boulevard des Capucines, Paris 75002.
Source: Daimler AG