Gargash Enterprises

Mercedes-Benz 140 Year Anniversary & S-Class Facelift Global Livestream
Mercedes-Benz Brand Center, Dubai Design District, Dubai, UAE

Event Objective

To celebrate 140 years of Mercedes-Benz through an exclusive event, bringing together media, stakeholders, and VIP guests, while also hosting a live broadcast from Germany to unveil the latest S-Class facelift, connecting local audiences to a global milestone.

Scope of Delivery

Strategy & Planning

• Alignment of global anniversary messaging with localized guest experience requirements

• Integration of Germany-based livestream into event flow, timing, and venue infrastructure

• Guest journey planning for a controlled, invitation-only audience

• Coordination of stakeholder protocol including ceremonial presentation requirements

• Spatial planning across livestream viewing, vehicle display, and hospitality zones

Design & Production

• Development of “Welcome Home” themed environment reflecting brand heritage and familiarity

• Styling of lounge-format livestream viewing area with sofas, lighting, and curated décor

• Implementation of “140 Years of Innovation” campaign branding across event touchpoints

• Design and staging of concept vehicle display with supporting scenic elements

• Production of branded activations including perfume bar and custom gift packaging

• AV and technical production to support livestream integration and on-site delivery

Experience & Programming

• Private livestream screening of S-Class Facelift reveal from Germany

• Live jazz duo performance to support ambient experience

• Hosted ceremonial segment including plaque presentation between stakeholders

Outcome

The event delivered a seamless integration of global broadcast and local experience within a refined, immersive setting. Thoughtful spatial planning ensured a smooth transition between livestream and on-ground engagement. The result reinforced brand heritage while maintaining a premium, guest-centric atmosphere.