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Studio Odeonsplatz | Silver Garage


LIGANOVA develops "programmatic brand experience space" on behalf of Mercedes-Benz - This is the new (space) format Studio Odeonsplatz in Munich

Mercedes-Benz and the brand retail & experience experts have launched an innovative brand space format as part of a long-term cooperation: the new “programmatic brand space” Studio Odeonsplatz by Mercedes-Benz in the heart of Munich is a new concept in which the Studio becomes a curated media space.

Stuttgart, 1 December, 2020. Inner-city formats require new concepts. Liganova is currently demonstrating what such a new format for Mercedes-Benz can look like using the well-known studio space on Munich’s Odeonsplatz. Here, the two companies are staging the Mercedes-Benz brand within the framework of a long-term cooperation on almost 400 m² and two floors: With a revolutionary experience concept that comprehensively meets the needs of a modern and digital-savvy target group.

With Studio Odeonsplatz, the creators are pursuing an interdisciplinary approach in order to experience the brand on site: core of the concept is to create an ever-changing walk-in room. Therefore, the entire space serves as a media channel that provides innovative campaigns every six to eight weeks – both live on site and digitally. In order to expand the physical space digitally, the EXOS in-location app developed for this purpose offers additional interactive experiences to create a holistic customer journey.

“In a digital world, we no longer need stores to buy products. The chance of physical spaces is rather to convey brand values in a sustainable way – but therefore, spaces must be rethought”, says Alexander Salzer, co-responsible for the new format at LIGANOVA. “Studio Odeonsplatz represents the prototype of a commercial brand space of the future: instagramable, networked, well curated and with constantly changing content.”

Studio Odeonsplatz is a place for creativity, art, content and digitality. For the temporary campaigns, the content experts curate designers, artists, technologists and creative makers to tell interactive brand stories and showcase cutting-edge installations that reflect the zeitgeist and foster in-store interaction. All formats are designed to promote social exchange and togetherness in order to develop a new community – whether through lectures, workshops, co-working or premium hospitality in cooperation with the Michelin-awarded Mural Restaurant.

The first campaign flight is under the motto “Silver Garage”: All content focuses on the spirit of innovation and do-it-yourself optimism that characterizes both successful “garage start-ups” of the digital age such as Google or Microsoft and the Mercedes-Benz brand.

Find our Press Kit including detailed information as well as image and video footage for download here.

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