Brand Experience – 24h Spa Race


Our project for Mercedes-AMG in July 2021 was truly special: we had the privilege of staging the 50th anniversary milestone and the historic success of the Mercedes-Benz 300 SEL 6.8 AMG at the 24 Hours of Spa, Belgium. Fifty years ago, the “Rote Sau”, as the car is colloquially known as well, achieved an incredible second place overall as well as a class victory. Overnight, the success turned AMG from a brand mostly known to experts into a brand that everyone knows. Honoring this achievement, we hosted an exhibition showcasing three outstanding cars from the company’s history.

Besides the famous Mercedes-Benz 300 SEL 6.8 AMG, there was a Mercedes-AMG GT Black Series (Fuel consumption combined 12.8 l/100 km, CO2 emissions combined 292 g/km)[1] and a “50 Years Legend of Spa” special model of the Mercedes-AMG GT3 on display. LIGANOVA was in charge of the conception and implementation of the exhibition as well as the set design and architecture on-site.

[1] The values stated were determined in accordance with the prescribed measurement procedure. These are the NEDC CO2 values as defined in Art. 2 No. 1 of the Implementing Regulation (EU) 2017/1153. The fuel consumption values were calculated on the basis of these values.

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