Mercedes Create Restaurant Art Installation at Old Selfridges Hotel

By Paul Joseph

Mercedes-Benz have installed a drive-through restaurant in the lobby of the old Selfridge Hotel in London as part of a new marketing campaign.

The quirky art installation is part of the automaker’s campaign to promote its new generation of small cars, and was created by Mercedes’ digital magazine The Avant/Garde Diaries.

Commencing on September 13, Mercedes will invite guests to enjoy what it calls an “interdisciplinary art and dining experience” in London. Guests will be able to drive into the lobby of the Selfridge Hotel, pick up some food and then consume it inside the car while being entertained by a sound and light show.

Amongst the highlights of the show will be an artistic staging of Mercedes’ new A Class model, which is currently arriving in European showrooms.

In April the unique ad campaign launched at the Transmission LA: AV CLUB art festival in Los Angeles and featured the debut of the CLA Class-previewing Concept Style Coupe.

By Paul Joseph