Eyethu” – It Is Ours: The All New C-Class Launch, A Collaborative Creative Showcase

MyPR: Eyethu” – It Is Ours: The All New C-Class Launch, A Collaborative Creative Showcase:

Mercedes-Benz Sandton was tasked with launching the All New C-Class, a vehicle that embodies creative excellence, and in that vein decided to celebrate the creativity of our incredible continent at the same time. Mercedes-Benz has become renowned for investing in the local economy; in particular their East London plant with a further R3 billion investment following the launch of the New Generation C Class model (this after their R10 billion injection in 2018) as commitment to the revival of the South African economy and the socio-economic development of the region.

The automotive industry currently contributes 7% towards our GDP annually, and with this East London plant manufacturing the C-Class right here, for the world, this adds a significant contribution both locally and abroad.

The C-Class is a culmination of art, passion and history; all which are reflected by the emerging creative talent right here in South Africa. This collaborative creative showcase was designed to give guests a behind the scenes experience of the theatre that our artists cultivate when given the opportunity. The Sandown group’s clients and South Africa’s top celebs were in attendance at this invitation-only VIP event.

Mercedes-Benz Sandton is one of 14 flagship retailers around the world and the largest in Africa. It is the stage where 500 people bore witness to the pioneering spirit of both South African creators, and Mercedes-Benz cars. This echoes the historic purpose of Mercedes-Benz, which is, “first move the world”. For Mercedes-Benz it has always been about the deeper meaning behind their work; it is what drives them, and it is their reason why. It means pursuing more than what is immediately achievable, the pioneering spirit that is part of their DNA. From this, “Eyethu” was born. Art, music, dance, poetry, film. We are the sum of our collective experience and this event aimed to celebrate the creative spirit lying within all of us, that connects us, and is woven into the design and production of the all new C-Class.

The event logo itself was created by local artist and curator Samurai Farai: “I wanted the artwork I designed for the release of the new Mercedes Benz C-Class to represent a marrying of my own creative style alongside the intention and symbolism of what the release of this car represents. A community, a culture, a unity of individualism that represents the collision of beauty and power. The boldness to be great, as well as the boldness to be colourful and unapologetic. I attempted to convey a sense of elegance and sensuality through the strong black lines and intentional use of the newly released colours that the car is available in. This portrait, essentially symbolises the strength and unity of the creative community, as well as the community of people behind the construction and development of the new C-Class. Individuals all working in symmetry to achieve a greater goal – the goal of moving towards the future, together.” This artist took his craft to the next level by spraypainting an all new C-Class inside the retailer on the night of the event for all of the guests to witness.

Guests were asked to ‘dress to impress’, inspired by their continent, to reflect their creativity, and they did not disappoint. In attendance were celebrities dressed by local designers, including one of our featured runway designers, IMPRINT ZA, and CLARIS by Gerrit Pienaar designs. Some of these A-listers included previous Miss SA Tansey Coetzee, Runway models Andiswa Manxiwa, The Frenchise Twins, Tumi Tums, Harmony Kutulondi, The Real Brinnette, Gugu Khati, Bokang Montjane-Tshabalala, Sipiwe Tshabalala, Kgomotso Seboko, Pamela Mtanga, and none other than the trending Mr Smeg.

Not one, but three C-Class reveals awaited guests, to celebrate the three new iconic colours of the C-Class: Opalite White, High-Tech Silver, and Spectral Blue. As guests arrived, a storm of sound, movement and intensity began. It was a collision of beauty and power as Tansey Coetzee wore a bespoke CLARIS by Gerrit Pienaar Designs gown draped over the all new C-Class which was ‘walked off’ the vehicle in dramatic fashion.

MC Palesa Tembe then ushered guests into the AMG lounge where they were treated to a performance by Joburg Ballet’s senior soloist Ruan Galdino. This dance formed part of a second C-Class reveal for the night where Ruan pulled the cover off while guests indulged their tech obsessions on the PlayStation Grand Turismo Simulators and enjoyed the technical prowess of the night’s resident Ice Sculptor. Carefully positioned Mercedes-Benz vehicles were streaming Skits by Sphe, local YouTube sensation, live on their backseat entertainment systems from the Sandton City Mercedes-Benz popup boutique across the road, to demonstrate the technical capabilities of the all new C-Class.

If this was not enough, things heated up with the arrival of a fire dancer and a giant, burning three-pointed star Mercedes-Benz logo at the entrance to this iconic location. This was the cue for the East Rand dancers, a passionate local dance crew, to lead an energised audience up to the first floor of the retailer where the party would begin. The decks were opened by Nomcebo whilst a third Mercedes-Benz C-Class was revealed underneath a cloud of electric blue confetti. Thereafter guests partied the night away thanks to DJSabby, Esona, Lady Du and Zakes Bantwini.

This event was supported by numerous local brands including the Theo Baloyi’s success story Bathu Shoes, the emerging cult beverage ZAR Beer, Khumalo Wines, ASA Magazine, celebrity chefs: David Higgs and Baby Chef, and even international brands wanting to make their mark in an exploding local creative scene, Valdo Prosecco and Swatch Watches.

The event played testament to the fact that brands and creatives can create platforms to work together for mutual elevation. In a world where creatives seem to be our future, this is certainly a move in the right direction for Mercedes-Benz Sandton and all of its inspired creative artists and brand partners. Keep a lookout on their social media feeds at @mercedesbenzsandton over the next six weeks for the rich wealth of creativity that is sure to emerge. Please also see the attached event images that celebrate an event of sensual purity. Painted, spoken and collectively shared.

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