Mercedes S-Class Premiere

About the show

Set beneath the open sky at Emirates Palace, the premiere unfolded as a choreographed journey through 140 years of Mercedes-Benz history. Decade by decade, cinematic content transformed the screen while successive generations of the S-Class emerged from within it and took their place on stage. Each arrival was precisely timed to its era, its visual language and its lighting. Six cars built the story before the sequence reached its defining moment, the reveal of the new Mercedes-Benz S-Class, bringing seven generations together on one stage. Then the show changed direction completely. Attention shifted away from the main stage as light and sound emerged from behind the audience, revealing a concealed second stage and live orchestra. As the music rose, the new Mercedes-Maybach S-Class descended into view, creating the evening’s final surprise and carrying the journey from heritage, to the present, and ultimately to Beyond. Every movement, reveal, lighting transition and musical moment was orchestrated as one continuous live composition, allowing 140 years of history to unfold with precision before opening the next chapter.

Credits

CLEINT

MERCEDES MIDDLE EAST

AGENCY

ALSAYEGH

SHOW DIRECTION & CONTROL

ONE CREATIVE