From October 11 to 13, 2024, Mercedes-Benz Vietnam will officially host the Mercedes-Benz Car Exhibition: The Avantgarde 2024 at the I.C.E Hanoi International Exhibition Center.
The event will take place from 8:00 AM to 8:00 PM each day, with two fixed showtimes, aiming to provide a visually stunning experience for visitors.
During the event, guests will be guided through the 138-year history of the German automaker and its iconic heritage. They will also get to enjoy car and art performances and explore a collection of Mercedes-Benz vehicles, including a range of pure electric and latest models.
Additionally, Mercedes-Benz Vietnam will extend an exclusive invitation to its most valued luxury segment customers for an early exhibition tour on the evening of October 10. This separate event within the exhibition will honor the brand’s most prestigious heritage and class.
The Avantgarde 2024 marks Mercedes-Benz’s return to Northern customers after two recent events: Mercedes-Benz Fascination in 2019 and Mercedes-Benz Driving Festival in 2022.
In 2023, the Car and Art Exhibition Mercedes-Benz: The Avantgarde 2023 was held in The Global City, Ho Chi Minh City. This time, Mercedes-Benz Car Exhibition: The Avantgarde 2024 promises notable innovations in themes and perspectives. It will feature automotive technologies and a digital exhibition of luxurious artistic works (for Maybach customers) by the world-renowned legendary photographer, David Lachapelle. The event is also expected to offer other exciting surprises.
THE AVANTGARDE – BOUNDARYLESS CREATIVITY
Derived from the French language, the term ‘Avant-garde’ describes those who embrace innovation and creativity, bringing forth the unprecedented and seemingly irrational. In fashion, particularly, Avant-garde represents a leading trend, showcasing fresh and unconventional designs that transcend normal standards and embody individuality and symbolism. In a broader sense, Avantgarde symbolizes the urge for renewal, daring, and endless creativity.
Not limited to fashion, music, literature, architecture, and fine arts, the Avantgarde spirit has permeated the world of luxury cars, creating an intriguing fusion of art and class. One could argue that no automaker embodies the Avantgarde spirit better than Mercedes-Benz. With its rich history, Mercedes-Benz has consistently set new standards for innovation and progress, applying the seemingly emotional Avantgarde principles to the complex DNA of their vehicles, resulting in a range of distinct luxury cars imbued with artistic souls.
A UNIQUE EXHIBITION TRACING MERCEDES-BENZ’S HISTORICAL JOURNEY
138 years ago, in 1886, Mercedes-Benz laid the foundation for the global automotive industry with the Benz Patent Motorwagen – the world’s first automobile (1). Throughout history, a diverse range of luxurious models emerged, featuring technological breakthroughs, trendy designs, and unique styles, solidifying Mercedes-Benz as one of the most valuable luxury car brands globally.
At this exhibition, Mercedes-Benz: The Avantgarde 2024 will showcase its collection of luxury vehicles, including a special, historical, and heritage-rich model: the recreated Benz Patent Motorwagen. A highlight of the event will be the interplay between this unique, history-making vehicle and the most iconic cars of the German brand, symbolizing the harmony between the past, present, and future.
A BEAUTIFUL INTERPLAY BETWEEN ART AND LUXURY CARS
Photographer David LaChapelle is renowned worldwide for his extensive body of work, including publications such as “LaChapelle Land” (1996) and “Good News” (2017). In 2023, he was bestowed with the Lifetime Achievement Award “Lorenzo il Magnifico” at the XIV Florence Biennale of Contemporary Art, recognizing his outstanding contributions to photography.
Embarking on a new chapter in cultural fusion, the Mercedes-Maybach brand and artist David LaChapelle have reunited to create unique artistic works inspired by the Maybach emblem. The Mercedes-Benz: The Avantgarde 2024 exhibition will feature a dedicated area for Maybach customers to admire the artistic collaboration between David LaChapelle and Mercedes-Maybach.
A GRAND GATHERING OF LUXURY CARS
Aiming to convey the Avantgarde spirit and aesthetics through each event space, the exhibition will take visitors on a journey through distinct artistic realms, showcasing timeless luxury icons and offering a glimpse into the progressive all-electric era. Automotive technologies will be the highlight of the event.
The exhibition is expected to feature nearly 30 iconic Mercedes-Benz vehicles, making it an attractive event for guests to relax and enjoy with their families in a luxurious, technology-filled, and artistic ambiance crafted exclusively for the Vietnamese market by Mercedes-Benz.
TH (Tuoitrethudo)
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