We saw some photos of it a few days ago, with the information that it would be at the Beijing Auto Show this coming week. But we’ve since found out that the Mercedes-Benz Concept Style Coupe also made a sneak appearance on the West Coast before making a trip across the Pacific.
The Beastie Boys’ Mike D serves as the official curator of the event, as part of the Mercedes-Benz’s efforts to appeal to and reach out beyond its traditional demographic. The Beastie Boys’ controversial, rebellious image fits in to the marketing strategy for the new model, “This vehicle is a style rebel that sets new benchmarks for midsize sports coupes,” Gorden Wagener, Head of Mercedes-Benz Design, said.
The exhibition will feature the concept in a display lit by sound-synchronized LED lighting, highlighting the vehicle’s styling. In addition to the car, the “Transmission LA: AV CLUB” festival will feature artists Peter Coffin, Jim Drain, Will Fowler, Benjamin Jones, Mike Mills, Takeshi Murata and Tom Sachs among others. The exhibit also includes an outdoor pop-up restaurant from Chef Roy Choi, and an interactive coffee bar designed by Robert McKinley.
The exhibit featuring the Mercedes-Benz Concept Style Coupe will be on display at the Los Angeles Museum of Contemporary from now through May 6. Hours and further details of the exhibition can be found on the MOCA Web site, www.moca.org, www.theavantgardediaries.com, and the exhibit’s Facebook page.