BENZ BKK

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BRAND OBJECTIVE

MERCEDES-BENZ DOESN'T NEED TO EXPLAIN ITSELF. THE BRAND HAS SPENT OVER A CENTURY EARNING A SPECIFIC FEELING — PRECISE, COMPOSED, QUIETLY POWERFUL. THE BANGKOK SHOWROOMS CARRY THAT WEIGHT. BUT EXPERIENCE IS MORE THAN WHAT YOU SEE. THE OBJECTIVE WAS TO MAKE THE FEELING OF WALKING INTO A BENZ SHOWROOM LEGIBLE FROM THE MOMENT THE DOOR OPENS, BEFORE THE EYE LANDS ON A SINGLE CAR.

BRAND'S SYSTEM

WE DESIGNED AMBIENCE AROUND A SINGLE IDEA: GENTLEMAN BY DEFAULT. A HESPERIDIC OPENING THAT READS AS FRESH CONFIDENCE, TRANSITIONING INTO A SOFT, WOODY MASCULINE CORE — CLEAN WITHOUT BEING CLINICAL, WARM WITHOUT BEING CASUAL. NOT A CAR SCENT. NOT A COLOGNE. AN ATMOSPHERE. SOMETHING THAT COMMUNICATES THE BRAND WITHOUT EVER NAMING IT. THE SAME RESTRAINT BENZ EXERCISES IN ITS DESIGN LANGUAGE, WE EXERCISED IN THE SCENT

THE AFTER EFFECT

THE SHOWROOM EXPERIENCE NOW HAS A LAYER THAT WASN'T THERE BEFORE — ONE THAT GUESTS FEEL RATHER THAN SEE. AMBIENCE ADDED INVISIBLE ARCHITECTURE TO A SPACE ALREADY BUILT ON PRECISION. FIRST IMPRESSIONS BECAME COMPLETE.