Mercedes-Benz
Mercedes-Benz Studio Sydney
In collaboration with Mercedes-Benz Australia the creative production team at Rizer, and esteemed composer Jono Ma, Babekühl created a series of immersive visual environments and evolving atmospheres for 'Mercedes-Benz Studio Sydney', a new concept showroom in the heart of Sydney's historic Martin Place. Custom-shaped LED screens and integrated lighting form an evolving stage around each vehicle, with light, colour and atmosphere tuned to every new narrative.
| PROJECTS | DESCRIPTION | |
|---|---|---|
| [01] | Concept | Concept |
| [02] | Studio Hype Reel | Studio Hype Reel |
| [03] | Motion Identity | Motion Identity |
Concept
Babekühl joined in the early stages of the project to bring the screens and lighting to life within what was conceived as a multisensory, experiential showroom: a space where sound, visuals, art and technology combine to create an experience people feel, not just observe.
Exploration / Discovery
We began with slowly evolving gradients punctuated by soft, diffuse points of clarity, inspired by the shifting tones of a late-afternoon sky. Rather than moving evenly from one colour to the next, the transitions are organic, swelling and fading in intensity.
At this scale, the 0.5mm pixel pitch revealed remarkable depth and detail, opening the door to richer, textural backdrops. And because the screens were lighting much of the physical space, we began to treat them as architecture: surfaces that could emulate reflected light.
This led us to simulate water caustics rippling across a textured surface, as if the floor were a pool drifting with an invisible tide. The effect is cinematic and heightened. The light doesn’t need to make spatial or practical sense, because it speaks to emotion rather than logic.
Studio Hype Reel
Motion Identity
As part of establishing the brand presence of the new showroom, we were tasked with developing a motion language for Mercedes-Benz Studio Sydney that carried through into branded moments and product-specific content, designed to fuse seamlessly with the environments we had built.
Rather than just placing branding on top of the atmosphere, we let it emerge from within it. The same fluid, light-driven qualities that define the space shape how the brand moves: dynamic, precise and quietly confident.
This included:
- An animated hero sting and studio ident, a signature moment that introduces the space and anchors the brand within it.
- A suite of soft logo animations that ripple across the curved screens, moving outward with the velocity of moving water.
- Product-specific sequences that carry each vehicle’s story into the environment, so every new arrival feels part of the space rather than placed within it.
Credits
Event Production and Creative direction
Rizer
Technical
Pixel Formation
Music
Jono Ma