ICONS UNITED

Mercedes‑Benz brought icons and modern lifestyle together in an immersive, multi-day experience in the heart of Munich during IAA. Each night spotlighted AMG, Maybach, or G-Class, creating unforgettable moments that transformed luxury into culture and fans into part of the story, cementing these brands as contemporary icons of aspiration and style.

Agency: Avantgarde

Role: Creative Concept and Storytelling Lead

Timeline: 6 Months From Brief to Experience