The Magical Garage was like a think tank: Incorporating key Mercedes-Benz innovations from over the years, the campaign transformed pioneering EQE features into a creative exhibition infused with effortlessness and playfulness at every touchpoint through a focus on color and shapes and the surprise or inspiration they ignited. A variety of interactive scenarios invited visitors to an all embracing customer journey. The look and feel of the setup followed that of the campaign movie, and provided further insights into innovations from the history of the brand. The surreal effect of the presentation evoked an emotionally tangible and entertaining experience.


A playful eco hub.

48°08'33.4"N 11°34'38.0"E

Studio Odeonsplatz
Brienner Strasse 1
80333 München


Monday to Thursday: 9.00 am – 7.00 pm 
Friday to Saturday: 10.00 am – 7.00 pm