Mercedes Marquee 2024
The Client
Mercedes-Benz Adelaide and Unley are renowned for their refined and client-centric approach to events. They focus on creating exclusive, memorable experiences that embody the luxury and prestige of the Mercedes-Benz brand. At Adelaide Motorsport Festival, their marquee delivers an unrivalled experience, blending a sophisticated atmosphere, gourmet food and beverages, and the exhilarating excitement of high-performance vehicles.
The Build
For the 2024 Adelaide Motorsport Festival, Mercedes-Benz chose our 15x10m Soho Dome with a black roof. To expand the undercover space, we added a 2.5m extension with a clear-roofed terrace, offering prime views of the action on the track. Glass double doors and seamless glass walling amplified the open, modern feel, while a custom-built entrance wall served as a grand focal point, doubling as the bar backdrop. Matte black ceiling fans were subtly integrated, blending effortlessly into the black Soho frame and roof, enhancing the marquee’s sleek aesthetic.
The Fitout
A sophisticated blend of our Betty and Benni collections set the tone for the luxurious interior. Mulberry velvet modular lounges from the Betty collection paired beautifully with the rich Bijou Blue pieces from the Benni collection, their colours popping against the Maple Oak flooring. Betty lamps in black and nude, along with Betty tables featuring nude stems and nougat terrazzo stone tops, added elegance and texture. Anchoring the space was our striking black Cotele modular bar, perfectly matching the black frame of the Soho Dome.
For a more casual atmosphere outside, we styled the terrace with Black Sonora lounges and high picnic tables, shaded by sleek black umbrellas that seamlessly coordinated with the black Soho Dome in the background. Pippa bar chairs and stools in black and sand completed the chic, contemporary look. The standout feature? The Mulberry velvet – its luxurious, vibrant hue turned heads and was the undeniable hero of the fitout.
The Event
The Mercedes-Benz marquee at the Adelaide Motorsport Festival is the ultimate fusion of luxury and motorsport excitement. Strategically located to offer guests unobstructed, trackside views, the marquee provided an exclusive retreat for VIPs, automotive enthusiasts, and corporate guests. Inside, the opulent fitout ensured a high-end, comfortable atmosphere, while outside, the terrace allowed guests to soak up the action in style.
This year’s event captured the essence of the Mercedes-Benz brand—sophisticated, high-performance, and unforgettable.
