Mercedes-Benz AMG SL 55 Roadster Launch 2023 & E Class Reveal 2024
Mercedes-Benz Launch
"Engineering the Big Reveal"
Precise Heavy Automation & Choreography at Jio World Convention Centre
PMG Asia hired Crew Collective to deliver back-to-back premium car launches for Mercedes-Benz at Mumbai’s Jio World Convention Centre — the Mercedes-AMG SL 55 Roadster in 2023, followed by the Mercedes-Benz E-Class in 2024. Both demanded precise engineering, heavy automation, and choreography that left no room for error.
Heavy Stage Automation
Integrating mechanical triggers, automated hoist setups, and motorized backdrops required absolute structural synchronization to make complex reveals look effortless.
Dynamic Spatial Layouts
From concentric star-shaped architectural seating to massive multi-zone standalone immersive installations, every layout was engineered around calculated lines of sight.
Launch Highlights
2023: The Three-Pointed Star
Seating was arranged in concentric circles cut by ramps, so that from above, the entire layout formed the iconic Mercedes-Benz star. Lighting was meticulously programmed to map and trace the car's path down the runway
2023: Motorized Reveal
The big experiential moment came when a custom motorized backdrop lifted flawlessly on an automated electronic trigger, letting showstoppers Farhan Akhtar and Zoya Akhtar drive the AMG straight onto the floor.
2024: The E-Class LED Cubes
The concept flipped completely: cars were hidden inside giant standalone cubes built entirely out of high-resolution LED screens. At the exact cue, an automated hoist system lifted every cube at once, unveiling the models across multiple zones with zero margin for error.