Tuesday October 8, 2013 Soho was filled with cameras, lights and Mercedes-Benz. The luxury car brand held its untamed event on the corner of Broome and Mott Street during the crisp fall evening. The hottest cars line the streets while NYC’s sophisticated socialites waited to get in this invite only event. 400 guests were expected that night and yet the space looked barely bigger than your average New York City apartment. Running from 8-11, The Avant/Grande Diaries Project space held an open bar and live music to accompany their guests. The opening reception featured refreshments courtesy of Experimental Cocktail Club. Duclot La Vinicole and Pointy Snout Caviar set the tone for the exhibit inspired by Mercedes-Benz new CLA-Class with its first premiere in Paris. Dj set by Cale Parks spinning those classic tunes generally for a crowd 30+ although he did have a young remix to them all.
The idea was to run a campaign featuring all the pictures people have posted with the hashtag #Untamed. A collection of photos and how different each one was of the line of cars was the goal. Social networks like twitter and instagram unveiled the dynamic photos later tying everything together. #Untamed in the Benz world simply means a digital photo installation, pictures that are unusual and unadjusted. The international exhibition used its uniqueness to display its latest CLA-class, describing it as untamed itself.
Just like the event in Paris during the spring of this year, invitees were actually able to see these photos and listen to the collaboration of sounds in what might be considered the VIP area of the small venue. Since Mercedes-Benz motto is “The Best or Nothing”, it only made sense to have today’s best headphones available to listen with Beats by Dre. A fun touch to the night, an instaprint booth. The booth allowed you to print pictures hashtagging #Untamed on your instagram photo, as long as your profile was public, allowing the company access.