Interviews
Microsite showcases Mercedes-Benz Fashion Week
01 Apr '08
3 min read
The successful collaboration yielded what Factor deems his best work yet. “Mercedes and I have had a strong relationship for years, and when I started working with Critical Mass on the visual motif for Mercedes-Benz Fashion Week last year, a lot of things just clicked. It's some of the best work I've ever done, and Critical Mass and MBUSA gave me the latitude to explore and take the imagery to new heights,” said Factor.
The “Reflections” look-and-feel has been so well received by MBUSA, they've extended the visual motif to on-site décor and fixtures — including inside the Mercedes-Benz Star Lounge and on all vehicle displays — as well as in print ads, show literature, and direct response efforts.
Highlights of this season's web content on the site include a celebration of the new 2009 SL-Class Roadster, the latest generation of the true automotive design icon; an exclusive look at the design fitting of Veronika Jeanvie — the rising star MBUSA has selected as this week's “Mercedes-Benz Presents” Designer — and another video that immerses viewers into the frenetic action backstage, before and after Ms. Jeanvie's highly anticipated runway show, her first in the United States.
“Critical Mass has married style, quality, and craftsmanship — all qualities valued by Mercedes-Benz,” said Lisa Holliday of MBUSA. “The Critical Mass team has helped articulate our objectives and reinforce our branding efforts for Mercedes-Benz Fashion Week across every medium, not just the web.”
The Mercedes-Benz Fashion Week website will next be updated this summer to accommodate more original content from Mercedes-Benz Fashion Week Miami Swim, which takes place from July 18-22 at the Raleigh Hotel in historic South Beach.
The “Reflections” look-and-feel has been so well received by MBUSA, they've extended the visual motif to on-site décor and fixtures — including inside the Mercedes-Benz Star Lounge and on all vehicle displays — as well as in print ads, show literature, and direct response efforts.
Highlights of this season's web content on the site include a celebration of the new 2009 SL-Class Roadster, the latest generation of the true automotive design icon; an exclusive look at the design fitting of Veronika Jeanvie — the rising star MBUSA has selected as this week's “Mercedes-Benz Presents” Designer — and another video that immerses viewers into the frenetic action backstage, before and after Ms. Jeanvie's highly anticipated runway show, her first in the United States.
“Critical Mass has married style, quality, and craftsmanship — all qualities valued by Mercedes-Benz,” said Lisa Holliday of MBUSA. “The Critical Mass team has helped articulate our objectives and reinforce our branding efforts for Mercedes-Benz Fashion Week across every medium, not just the web.”
The Mercedes-Benz Fashion Week website will next be updated this summer to accommodate more original content from Mercedes-Benz Fashion Week Miami Swim, which takes place from July 18-22 at the Raleigh Hotel in historic South Beach.
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