A few days ago, we previewed the Mercedes-Benz Pop-Up Store during a magnificent evening that brought together many distinguished guests for a private concert by singer Julien Doré.
From March 12 to April 5, the two latest Mercedes-Benz models, the new C-Class and the GLA, will take you on a journey through the steel, bronze and gold of a sophisticated urban jungle . A first in automotive history: Mercedes-Benz opens an exceptional restaurant. Haute cuisine is honoured under the stars of chef Jean-François Piège, and fashion takes centre stage with a capsule collection created for the occasion by the Bel Air brand. Performance, excellence and glamour come together in a unique, multi-faceted ephemeral venue that, depending on the time of day or night, will welcome privileged customers, the general public, stars and lovers of the finer things in life.
More than a concept, a state of mind
Anticonformist and avant-garde, Mercedes-Benz shakes up the habits of the automotive world by creating an event at the frontier of fashion, design and happening for each of its launches.
In New York, Berlin and Paris, Mercedes-Benz, international partner of Fashion Week, is making major metropolises vibrate with its blend of fashion and aesthetics. In a phase of renewal and modernization, the manufacturer is breaking with traditional codes and setting itself apart from its competitors by embracing a global lifestyle in which the car is a sign of a new way of being and living.
Younger, more modern, more in tune with the times, Mercedes-Benz, under the leadership of its president Marc Langenbrinck, is throwing out the old clichés and projecting its new collections into the future.
Last year, in April, the brand created quite a stir at 25, boulevard des Capucines, with its first Pop-Up Store. In a Berlin loft atmosphere, it unveiled the new CLA over 1500 m2, under anamorphoses and mirrors, offering a unique and stunning experience.
This year, the transformation of 30, avenue George V into a giant Mercedes-Benz Pop-Up Store promises even greater success. Its two latest models, the GLA and the C-Class, will create emotion and dreams. Escape to the heart of the city to get away from it all: a slogan that delivers on its promise…
Urban jungle and subtle refinements
One entrance, two shop windows. Two showcases, two cars. Beneath an air-filled double skin, with its glittering, heat-stretched crystal frame, on either side of the door appear the C-Class, a muscular, racy sedan that is renewing the rules of the genre, and the GLA, the brand’s first compact SUV. On the left, in a New York penthouse atmosphere with views of the Big Apple at different times of the day, the C-Class reveals its new harmonious and dynamic design, its allure as a runaway city-dweller on the attack of great escapes. Its completely transformed interior is a showcase of subtle finishes and high technology. The sedan exudes sportiness – but with sensual lines and high-quality materials, it’s the perfect embodiment of today’s luxury.
On the right, the GLA compact SUV, with its fluid, sporty design and breathtaking dynamism, is positioned head to toe with its twin on a half-pipe. Fascinating in its design, serene on the move and with off-road capability – as if strolling between different automotive worlds, the GLA impressively reinterprets the compact SUV segment. It masters and overcomes every challenge on a daily basis, and is also robust enough for excursions off the beaten track. All around, a skateboarding universe of concrete and street culture codes. Your heart sways between the two
An ethereal world of mesh ribs and mirrors
Visitors have plenty of time to decide. Swept along by the perpetual motion of an imaginary city, they continue their journey of initiation by entering the grey-clad Pop-Up Store.
All around, the creations of Natacha Seban, Bel Air’s artistic director, sway nonchalantly to the whim and attraction of each visitor. Gazing at the GLA in front of a frieze of 90 metal, bronze and gold-coloured skateboards hung in tiers on a brick wall created for the occasion, he takes the central path.
Further back, behind the raw concrete bar, staggered, backlit chrome tube boxes display the finest Billecart-Salmon champagne against a mirror backdrop. Opposite the bar, the presence of the C-Class reflects the image of refinement inspired by a warm-colored library, in front of which a lounge with inviting armchairs is nestled.
The view from the central staircase is astonishing: the building’s bare skeleton has just been repainted mouse-gray. This industrial setting, with its raw posts and pipes, tells a story in its own right.
In the basement, the Mercedes-Benz Pop-Up Store will be hosting a host of events during its opening month. A desk welcomes guests. The staircase is surrounded by a lounge with grey sofas and coffee tables. Beneath the steps, an overhead projector shows a film reflected in a mirror. To the right, the kitchens of Michelin-starred chef Jean-François Piège’s short-lived restaurant are visible. The sobriety of raw concrete and stainless steel highlights the waltz of colorful dishes before the eyes of the 55 diners seated in the middle of this Parisian bistro with chic custom-made furniture. In the background, a full-width mesh curtain, lit by low-angled spotlights, creates subtle lighting effects, creating an intimate, contemporary ambience for this space, which also features a bar.
At Jean-François Piège’s table
It’s hardly surprising that the two-star chef from the Drôme region of France should set up his ephemeral restaurant in the heart of this ultra-chic urban residence. “I’d like to offer my table to all those who can’t come to 79, rue Saint-Dominique”, he secretly wished. From March 24 to April 5, he’ll be setting the kitchens alight with an exceptional menu of three courses and three desserts. It’s the art of transmitting a little of the haute gastronomy of his eponymous restaurant and a little of his brasserie Thoumieux, where every ingredient is sublimated by the magic of his creations. Jean-François Piège excels in the art of surprise, with a daily collection of rare and refined dishes. A journey for the taste buds to the heart of emotion and passion.
From March 24 to April 5, 2014. Open for lunch and dinner – closed on Sundays.
Information & Reservations: 07 78 70 05 60
Traversée Nocturne
From Monday to Saturday, as soon as the sun goes down (7pm), a cocktail bar will be open to night owls, with stables of djs and guest artists.
From March 24 to April 5, 2014. Closed on Sunday.
Mercedes-Benz Pop-up Store
March 12 to April 5, 2014
30 avenue George V
75008 Paris
March 24 to April 5, 2014
Open for lunch and dinner – closed on Sundays
Reservations: 07 78 70 05 60
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