Silver Garage was a thematic story of innovation and creativity, and an incubator of inner drive. In motorsport, Mercedes Benz’s Silver Arrow pioneered a new era of high performance through masterful engineering and design. Almost a century later, this spirit of innovation infuses successor models with that same dedication to excellence. From car culture to art to design, silver stands for lightness, freedom, speed and clarity. It represents coolness and reserve – making room for personal footprints that fill a space with life – and was beloved of Andy Warhol, whose Silver Era saw the creation of iconic pieces in his legendary Factory, a hip hangout for creatives of all kinds.
The garage aspect was all about the grassroots origins of innovation, harnessing the spirit of the zeitgeist to solve challenges and sculpt the future. From the big tech companies born in a garage (along with Daimler, whose initial HQ was a garden house) to garage bands that make bare, honest music, the garage is a totem of authenticity, creativity and future-gazing. The combination therefore embodied the values of freedom and openness of silver while seizing the spirit of innovation and maker optimism of the garage.
The first campaign featured a collaboration and co-creation with Studio of Wonders, the acclaimed interactive experience lab in Berlin, who translated the overall theme to interactive visual statements, where visitors could dwell in stunning moments and become part of the set design themselves. The vision was to create a space for a diverse audience and empower visitors to follow their curiosity through the lens of their cameras.