In the middle of “Paris + by Art Basel”, the international contemporary art fair held at the Grand Palais Ephémère, from October 20 to 23, Mercedes Benz set the event on fire with an immersive experience created in partnership with Kid Cudi.

In collaboration with Grammy-winning rapper and actor Kid Cudi, the event transformed the gardens of the Musée Rodin into an interstellar journey. The happy few, including among others the couple Roger & Mirka Federer, the creator Heron Preston, the artist KAWS, were transported in a lunar path equipped with LED screens and mirrors. Inside, they were able to admire and listen to the serenade of a 20-piece orchestra playing reinterpretations of iconic Kid Cudi hits, followed by an intimate performance by the musician thanks to Dolby Atmos technology – the use of technology Dolby Atmos (read this post) is no coincidence since it will soon be on board some Mercedes-Benz cars, in particular the Mercedes-Maybach S-Class, Mercedes-Benz S-Class, SL, and EQE, EQE SUV, EQS and EQS SUV , following the agreement between the German manufacturer, Apple Music and UMG, ushering in a new era of in-vehicle entertainment.

Photo by Ilan Lampl
Mercedes-Benz Entergalactic x Kid Cudi - Heron Preston & Paul Samb
Heron Preston & Paul Samb – Photo by Ayln Le Dang
Mercedes-Benz Entergalactic x Kid Cudi - Roger Federer & Mirka Federer
Roger Federer & Mirka Federer (Photo by Darren Gerrish)

During the evening, guests were also able to marvel at a 360-degree digital installation, showcasing original artwork by Kid Cudi and the Mercedes-Benz Magical Garage campaign which showcases new releases from the automaker.

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Another highlight of the exclusive night was the futuristic artwork, produced in partnership with New York artist KAWS, which mesmerized guests with a moving display caused by a violinist. The artwork is inspired by Cudi’s Man On The Moon and KAWS’ iconic character COMPANION.

Mercedes-Benz Entergalactic x Kid Cudi - Kid Cudi & KAWS
Kid Cudi & KAWS (Photo by Darren Gerrish)

Mercedes-Benz has been inspiring conversations about design culture and ingenuity for decades, and art is a natural way for us to innovate how we tell our brand story.”, says Bettina Fetzer, Vice President of Communications and Marketing at Mercedes-Benz AG. “Kid Cudi has a unique creative vision and cultural influence that cuts across multiple sectors and our one-of-a-kind partnership, launched as an immersive event in Paris, brings Mercedes-Benz core values ​​of innovation and technology to a global audience through a tangible brand experience.

This event in Paris was a unique opportunity to showcase all my artistic passions in one and the same environment. The brand gave me the creative freedom I needed to shape the experience”, spoke, meanwhile, Kid Cudi.

© Mercedes Benz

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Mercedes-Benz & Kid Cudi Set Fire to “Paris + Par Art Basel” – ESSENTIAL HOMME