Mercedes-Benz CLA Test Drives and Instagram Exhibition Opens in Paris

Words John Clark | April 04, 2013
The digital photo installation #Untamed opened April 3 in a Mercedes-Benz pop-up store in the heart of Paris
Words John Clark April 04, 2013

April in Paris may be known to many for their cherry blossoms, I know my wife has convinced me to go on more than one occasion just to see to flowering tree. But this year, in addition to the cherry blossoms the food and the architecture that only Paris can offer, Mercedes is adding an additional reason to visit.  Celebrating the market launch of their new four-door coupé, the 2014 Mercedes-Benz CLA, Mercedes has opened a pop-up store with a unique photographic art exhibition and test drives through the city.

The digital photo installation #Untamed opened April 3 in a Mercedes-Benz pop-up store in the heart of Paris. Hundreds of personal photos taken by Instagram users from around the world are on display, all of which reflect Mercedes-Benz’ philosophy behind the CLA: unconventional, unusual and untamed. The Instagram photos show the uniqueness of human beings, how one photographers’s individual style and perspective on the world can differ so greatly from those of others. Participation is possible until April 10 with the free exhibition running until April 13, 2013. Visitors to the exhibition will be offered an opportunity to test drive the new CLA through Paris at no cost as well.

“We are absolutely thrilled by the creativity shown by internet users in interpreting the idea behind the online campaign”, commented Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars. The international online campaign #Untamed was launched on the website by Mercedes-Benz in February. All users have been invited to upload their three most creative and unusual pictures from their personal Instagram photo stream and have them evaluated using the #Untamed Score. This indicates how unique the style of the pictures is compared with the pictures of other users. The choice of motif is again completely free. The one important thing is that the photos should not be: average. An artistic display of all the pictures submitted by April 10, 2013 is being mounted in the Mercedes-Benz pop-up store in Paris and presented to an international, art-loving public.

In addition to the Untamed exhibition all those interested can find out about the new CLA in unique surroundings. The temporary Mercedes store in the heart of Paris invites visitors to a special Mercedes-Benz brand experience on four floors.

The exhibition is open daily from 10 a.m. until 7 p.m. (closed Sunday) at the Mercedes-Benz pop-up store located at 25 Boulevard des Capucines, Paris 75002.