Microsite showcases Mercedes-Benz Fashion Week

01 Apr '08

3 min read

Critical Mass, an Omnicom digital marketing agency, has launched the latest update of the Mercedes-Benz Fashion Week microsite - MBUSA.com/lifestyle — showcasing the runway shows, leading designers, and opulent looks of Mercedes-Benz Fashion Week at Smashbox Studios, held from March 9-13, 2008 just outside Los Angeles in Culver City, California.

The new microsite from Critical Mass blends exclusive Mercedes-Benz Fashion Week content with unique design elements — sleek, provocative imagery; the latest in Flash functionality; and exclusive features including behind-the-scenes videos and photo galleries from all 2008 Mercedes-Benz Fashion Week venues in New York, Miami, and Los Angeles.

“Critical Mass was excited about the opportunity to create a unique web environment for Mercedes-Benz — one that not only communicates the brand's commitment to style, high design, and elegance, but which will help redefine notions of what the Mercedes-Benz brand stands for. Mercedes-Benz isn't just the world's top automotive brand, but one of the world's great fashion brands as well,” said Steve Susi, Creative Director, Critical Mass.

To craft the stunning visual motif for the web site, Critical Mass teamed with Davis Factor, renowned fashion photographer and Chief Creative Officer of Smashbox Cosmetics and Studio Services. Titled “Reflections,” the site's imagery uses light, reflective surfaces, beautiful models, and Mercedes-Benz vehicles to transform static photography into a dynamic combination of the human form, the seductive shapes of automobiles, and glamour of the Mercedes-Benz Fashion Week runways.

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