Mercedes Benz teamed up with The Geffen Museum of Contemporary Art and commissioned Mike D of the Beastie Boys to curate a once in a lifetime museum experience combining art, music, film, automotive excellence, food and imagery in a way never been seen before.
For 17 straight days, over 30 thousand guests were treated to the artistic likes of artists such as Jim Drain, Sage Vaughn and Tom Sachs, as well as the musical styles of Santigold, Aloe Bloc and DJ Z Trip.
Under the title “TRANSMISSION LA: AV CLUB,” we produced the immersive experience that featured the work of 16 contemporary artists along side musicians, designers, filmmakers and chefs.
Weekend concerts featured performances by artists such as, Santigold, DJ Tito Cruz, Mike D himself, JJAMZ, and a host of popular DJs including favorites from Stones Throw Records — Peanut Butter Wolf, Dam-Funk, J.Rocc and Jonti. Family Bookstore and Roy Choi’s Kogi Korean BBQ food truck rounded out the experience.
A special highlight was the artistic staging of the Mercedes-Benz Concept Style Coupé which was unveiled to the world for the first time. It was important to Mercedes-Benz that its brand positioning be authentic to the installation. We carefully integrated the brand in a seamless manner to create an honest and unique affinity position with guests.
“The car itself is a sculpture and the original model was made out of hand clay. There’s a lot of shape and it’s an expressive design statement. We’ve taken a more artistic approach and here, we’re mixing with different people, so it’s not just a typical motor show approach. We’re trying to really attract new customers.” — Mark Fetherston, exterior designer for Mercedes
