Mercedes-Benz Manhattan Flagship Dealership Gala Opening
Union Square EventsEllen WeldonGo! Productions—New YorkWinick Productions LLCAlison Brod Public RelationsVan Wyck Van WyckParty Rental Ltd.
Main Attractions
To keep the venue’s architecture at the forefront of the event’s aesthetic, the production team worked with a mainly white palette for the furniture, using touches of blue to match the hue of the logo signs and the two-story LED feature wall. This left key design elements such as the new reception and sales desks and the customer lounges largely untouched, and provided plenty of space for guests to examine the cars on display, which included a 1937 Mercedes-Benz 540K special roadster.
Just as clean in look were the four food stations spread throughout the main space. From tables draped in plain white cloths, Union Square Events served fare it conceived in collaboration with the Modern’s executive chef, Gabriel Kreuther, who won the James Beard Foundation’s award for best chef in New York City in 2009.
Across 11th Avenue, the scene was a little more lush, but no less grand. Aiming to create an outdoor picnic and upscale tailgate party, the organizers added black-and-white-striped cabana tents to house the food tables, displayed cars beneath floodlights and midnight-blue-colored flags, scattered potted ferns and topiary trees throughout the grounds, and served flutes of Champagne out of the back of luxury SUVs. The central space was a 13,000-square-foot tent, where the stage for the musical performance was set up. In this area, sea-grass carpets formed the floor, foliage-covered chandeliers hung from the ceiling, and seating comprised padded bleachers and cushy white sofas.
Once the surprise musical guest—Matchbox 20—took the stage, the festivities got lively as guests hit the dance floor, fueled by plenty of Champagne and desserts.
—Anna Sekula
Mercedes-Benz, Daimler AG
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