Mercedes-Benz unveils unique photographic exhibition to mark the launch of the new CLA Coupé: #Untamed showcases unusual Instagram photos in Paris

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Mercedes-Benz is marking the market launch of its new four-door coupé, the CLA, with an internationally unique exhibition of photographic art. The digital photo installation #Untamed opened yesterday in a Mercedes-Benz pop-up store in the centre of Paris. On display are hundreds of personal photos taken by Instagram users from around the world, all of which reflect the philosophy behind the CLA: unconventional, unusual and untamed. The photos show just how unique every human being is and how much one person's individual style and perspective on the world can differ from those of others. Participation is possible until 10 April. The exhibition runs until 13 April 2013 and admission is free. All visitors will also be offered the opportunity of a test drive with the new CLA, also at no cost, through the French capital.

"We are absolutely thrilled by the creativity shown by internet users in interpreting the idea behind the online campaign", commented Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars. The international online campaign #Untamed was launched on the website www.untamed-installation.com by Mercedes-Benz in February. All users are invited to upload the three most creative and unusual pictures from their personal Instagram photo stream and have them evaluated using the #Untamed Score. This indicates how unique the style of the pictures is compared with the pictures of other users. The choice of motif is completely free. There is just one thing the photos should not be: average. An artistic display of all the pictures submitted by 10 April 2013 is being mounted in the Mercedes-Benz pop-up store in Paris and presented to an international, art-loving public.

Alongside the Untamed exhibition all those interested can find out about the new CLA in unique surroundings. The temporary store in the heart of Paris invites visitors to a special Mercedes-Benz brand experience on four floors.

The exhibition is open daily from 10 a.m. until 7 p.m. (closed Sunday) at the Mercedes-Benz pop-up store: 25 Boulevard des Capucines, Paris 75002.

Credits: Daimler AG

Copyright © 2013, mercedesgla. All rights reserved.

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Mercedes-Benz is the official partner of the Louvre Museum in Paris: Mercedes-Benz presents new sculpture by Wim Delvoye in the Louvre

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Mercedes-Benz is continuing the successful partnership launched last year by Maybach with the world-famous Louvre Museum in Paris. Until 2013, the premium car brand with the star will be the exclusive main sponsor of annually alternating exhibitions of contemporary sculpture beneath the world-famous glass pyramid. From tomorrow, Mercedes-Benz is presenting the new sculpture “Suppo”, by Belgian conceptual artist Wim Delvoye. It will be on view in the Louvre until 3 December 2012, as part of the artist’s monographic exhibition.

Last year, for the first time since its construction in 1989, the space beneath the glass pyramid was used for an art installation on the initiative of Maybach. The annually alternating exhibitions started off with leading contemporary British artist, Tony Cragg, and his monumental sculpture “Versus”, which was a great success. The glass pyramid in front of the main entrance to the Louvre became an even bigger crowd-puller than ever.

“Daimler and its brands promote art projects of various kinds”, explained Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars. “We are very pleased to continue this successful partnership with the Louvre and to support the museum in expanding its programme of contemporary art.”

Wim Delvoye – one of the best-known Belgian artists of our time

The exceptional Belgian artist, Wim Delvoye, will exhibit the monumental sculpture “Suppo” under the glass pyramid. The work is a 12 x 1.45-metre, 1050-kilo spire fashioned from stainless steel in a Gothic style. Other works of art such as “Daphnis & Chloe”, “Trophy” and “Nautilus” will be exhibited until 17 September 2012 at the Louvre in the Gothic rooms of the Département des Objets d’art, in the apartments of Emperor Napoléon III and in the Tuileries Gardens, curated by Marie-Laure Bernadac.

Wim Delvoye is one of the best-known Belgian artists of our time. His work is full of subversive irony, is provocative, absurdly beautiful and absolutely compelling. He loves to create a connection between objects, contradictory ideas and techniques. His pieces display an imaginary world in which everything is possible: a mountain with a personal message engraved on it, a handball goal with the net made from lead-glass windows or a gas canister made from clay. Delvoye’s contemporary art has its roots in the subversive and ironic re-interpretation of older styles, such as Gothic and Baroque. His works have been exhibited in many leading art institutions, including the Centre Pompidou and the Rodin Museum in Paris, the Kunst Palast in Düsseldorf, the New Museum in New York, the MAMAC in Nice and the Guggenheim Collection in Venice.

Credits: Daimler AG

Copyright © 2012, mercedesgla. All rights reserved.

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