About project
As a long-term partner of the Signal Festival, Mercedes-Benz focuses on building brand awareness and showcasing its latest vehicle lines. In 2024, this took the form of the light-infused installation Mercedes-Benz: AURA, presented in the courtyard of the Klementinum, highlighting the sleek lines of its electric cars.
Installation Mercedes-Benz: AURA
The installation introduced the brand with an emphasis on electromobility, seen through the lens of dynamic movement and sustainable luxury. Fully electric, elegantly designed vehicles were enveloped in a soft light animation that flowed seamlessly across layers of semi-transparent fabric, creating a dreamlike atmosphere.
Test Drive Competition
Visitors could also take part in a competition to win a Mercedes-Benz vehicle for a test drive. This activation helped bring the partner’s product closer to potential customers in an engaging way.
Mercedes-Benz VIP Shuttle
Throughout the festival, Mercedes-Benz provided a VIP shuttle service for ticket holders, operating between the Prague Castle Riding School and Kunsthalle Praha. The service was also available for transportation to and from the festival across Prague.