All New E-Class long wheelbase World Premiere
Beijing, April 24, 2016 – With a guiding theme capturing the history-making positive spirit and unyielding pursuit in the development and rise of modern China, the All New E-Class long wheelbase celebrated its debut on the evening before the 2016 Beijing Auto Show. And with an especially creative conceptualization, attention to detail, and the tailor-made nature of every element of the event, the evening turned out to be truly unique.
Leaving a first lasting impression, a stunning 70-meter long digital interactive Chinese hand-scroll welcomed the guests at the Grand Theatre of the Beijing Television Station skyscraper. Handscroll paintings were traditionally used to show layered stories as they unfolded through time – providing a perfect connecting element for the project.
Along with the multimedia installation, the specially-created food selection that greeted the guests helped to reflect the overall architecture and design concept – a modern, premium and sophisticated take on traditional Chinese aesthetic.
The world-premiere show included a full orchestra playing live off of a completely original score, using references of well-known Chinese compositions, and twisting them into modern classical versions that provided a stirring soundtrack to the evening’s main show.
In a show of roughly 30-minutes, OSK brought to life an emotional spectacle with a distinctly modern Chinese touch, that told the story of the E-Class in China on the canvass of modern China’s rise.
For the world-premiere reveal moment, an animated and interactive visualization and corresponding performance culminated when the all new E-Class L Sedan rose from below the stage. For the entire OSK team it was great fun to create this layered and content driven show, and to thoroughly help to shape the fresh start of the All New E-Class in China.