Anything but average.
The #Untamed photo installation in Paris.
Unfiltered, uncensored and truly unusual: With its recent #Untamed digital photo installation in Paris this April, Mercedes-Benz threw a spotlight on individuality – and the car that embodies these qualities, the new CLA. In the run-up to the #Untamed exhibit, thousands of creatives had followed the call to capture novel views and share them with the rest of the world. Using their device’s Instagram app, they submitted personal perspectives destined to tickle our senses and expand our collective horizon.
On their hunt for new sights and insights, they were actively encouraged to go for uncompromising views that would push the boundaries of perception – and delight a live audience at the subsequent exhibit in Paris.
#Untamed photo installation: Anything but average
A life – and show – less ordinary.
True to the #Untamed spirit, the Mercedes-Benz pop up store on the city’s central Boulevard des Capucines transformed itself into a striking showroom for the first digital photo exhibition of its kind. On view until 13 April, the space’s 3D live-stream of international Instagram favourites whisked viewers away into the participants’ intense, immersive imagery; an effect achieved via countless of interlaced projection screens that turned these unfiltered snapshots into a seamless panorama of personal perspectives.
Encompassing media environment.
Veering between festival close-up, towering bird’s eye view, maverick portrait and stark structure, each image provided a gripping moment far from the mainstream. Consistent, controversial and certainly uncompromising – like the exhibition’s patron, the new CLA – these global contributions defied going aesthetic conventions: A principle also reflected in the distinct architecture and presentation.
Space and scope for new ideas.
The show’s radical spatial concept provided a clear framework for the vivid visuals on display via strong lines, colours, edges and shapes. Here, pristine whites, austere angles and even purist furniture doubled as projection surfaces for expressive shades, graphics and (moving) images designed to offset the photo stream. Visitors to the exhibit found themselves engulfed in a parallel realm – and resurfaced with a fresh sense of perception.
Dedicated to new perspectives, #Untamed’s impressive interplay of physics, forms and photography dissolved the boundaries of space itself to make room for some brand new inspirations: on the street and in our lives.