Avant/Garde Diaries Festival from 20th April to 6th May, 2012 in Los Angeles: Transmission LA: AV CLUB curated by Mike D
Los Angeles
Apr 20, 2012
Festival “Transmission LA: AV CLUB curated by Mike D” started: Mike D and other artists stage the Mercedes-Benz Concept Style Coupé
  • “Transmission LA: AV CLUB” festival presenting exhibitions, concerts, DJ nights, performances and installations from 20th April to 6th May
  • Artists include Peter Coffin, Jim Drain, Will Fowler, Benjamin Jones, Mike Mills, Takeshi Murata and Tom Sachs
  • Hosted at The Geffen Contemporary at MOCA in Los Angeles
    th free admission
Los Angeles – Yesterday evening, the multi-disciplinary Avant/Garde Diaries festival “Transmission LA: AV CLUB curated by Mike D” opened at The Geffen Contemporary at MOCA in Los Angeles. Until 6th May, Mike D of Beastie Boys presents the event as official curator, which features a mixture of contemporary art, design, music, film and food. The artists include Peter Coffin, Jim Drain, Will Fowler, Benjamin Jones, Mike Mills, Takeshi Murata and Tom Sachs among others as well as an outdoor pop-up restaurant from Chef Roy Choi and interactive coffee bar designed by Robert McKinley. A special highlight is the artistically staged world premier unveiling of the Mercedes-Benz Concept Style Coupé. It offers a glimpse of the all-new midsize four-door luxury coupé scheduled for market launch next year. Entry to the festival is free of charge.
With different exhibitions, concerts, DJ nights, performances and installations, the festival illustrates, in keeping with the title “AV CLUB”,how audio and visual art forms can inspire each another and unleash unimagined synergies. The Mercedes-Benz Concept Style Coupé, too, will be staged in an installation. "What you are seeing is: The Mercedes-Benz A.K.A Benzo Concept Style Coupé, will be bathed not unlike a young infant in an installation of light and sound. We were inspired by our visit to the Design Center and to Mercedes-Benz’s climate tunnel. We have used the car to create an installation that uses light triggered by sound to startling effect translating the car’s dynamics into real movement,” said curator Mike D of Beastie Boys.
The four-door coupé is set in front of a large, matte mirror wall and is illuminated from above by LED panels arranged at a 30-degree angle to accentuate the distinctive, powerfully taut side lines. The LED lights react to a soundtrack that Ad Rock from Beastie Boys produced specifically for the installation. The light reflections, which adjust in line with the music, symbolise the vehicle’s unique aerodynamics. Furthermore, four large beams of light incorporate the visitors into the scene creating an interactive experience.
“This impressive staging emphasizes the exceptionally avant-garde design of the Concept Style Coupé. This vehicle is a style rebel that sets new benchmarks for midsize sports coupés,” said Gorden Wagener, Head of Mercedes-Benz Design.
The Avant/Garde Diaries
“Transmission LA: AV CLUB curated by Mike D” is the sequel to the series of festivals created by Mercedes-Benz that premiered in Berlin last summer with curator and fashion designer Raf Simons. “As time and products change, our brand and the way it is presented changes, too,” said Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars. “With the Avant/Garde Diaries we have established a creative platform to present social and contemporary issues and to question the status quo. At Mercedes-Benz, curiosity and the joy of breaking through existing barriers have always been drivers for innovation and progress.”
In the Avant/Garde Diaries festivals, international artists and trend-setters meet under the curatorship of a visionary pioneer in order to present their view of the world of today and their vision of the world of tomorrow, and to exchange views about these with experts and the public. The basis for this is the digital interview magazine that presents exceptional people, as well as style-forming and pioneering ideas, at www.theavantgardediaries.com . In addition, the magazine reports extensively on the festivals taking place in several major cities around the world.
Opening hours of “Transmission LA: AV CLUB”
Sunday: 11 am to 6 pm
Monday: noon to 6 pm
Tuesday: closed
Wednesday, Thursday, Friday: noon to 10 pm
Saturday: 11 am to 10 pm
Your Media Contact
Melanie
Graf
Brand Communication for Mercedes-Benz Cars and Lifestyle Communication for Maybach, AMG and Mercedes-Benz Design
Phone: +49 711 17-76876
Fax: +49 711 17790-51944
Tobias
Müller
Brand, Lifestyle and Social Media Communications, Mercedes-Benz Cars
Phone: +49 711 17-77368
Fax: +49 711 17790-95378
N.N.
Head of Mercedes-Benz Cars Series, Test Vehicles Management, Sports Communications
Phone: +49 711 17-75847
Fax: +49 711 17-91602
Actions
ALL press kit contents
© 2014 Daimler AG. All rights reserved. Provider | Legal Notices and Terms | CookiesPrivacy Statement, | Terms of Use