Mercedes-Benz Canada aimed to reinforce its luxury positioning by launching the Mercedes-Maybach Haute Voiture, highlighting high fashion and technological innovation. The goal was an immersive activation that resonated deeply with luxury car enthusiasts and lifestyle influencers.

The activation needed to surpass high brand expectations, offering 

an interactive journey blending personalization, high fashion, and cutting-edge technology. It had to reflect Mercedes-Benz's commitment to elegance and innovation while engaging consumers in a memorable experience.

Astound created Maison Mercedes, an 8,000-square-foot pop-up with two distinct spaces. The rose-gold-themed Haute Universe room featured the Haute Voiture, luxury goods, and a unique listening station. The MANUFAKTUR Marketplace showcased an interactive, projection-mapped Mercedes G-Wagon experience and allowed guests to personalize hats using a diamond-tipped jewelry engraver.