Merc's latest ad for the SL55 is a cool, interactive exhibit

Over the past few days, residents and visitors of the German city of Hamburg have been graced by a special, life-sized Mercedes-AMG SL55 in the inner-city - albeit one that they can only see, and not touch.

Since 12 July 2023, the 'Uberseequartier' - part of Hamburg's HarbourCity area - has played host to a three-dimensional LED billboard depicting Merc's iconic roadster.

The exhibit was made possible through a collaboration with 'Techism' artist, Krista Kim, who works with digital media, LED installations, digital colour gradients and spatial sounds

Thanks to sophisticated projection technology, the car already appears to be emerging from the picture's surface, but what is more interesting perhaps, is its ability to interact with passers-by in a multitude of manners.

For starters, hand gestures are able to change the position and view of the vehicle - as if it were remote controlled. If they were to raise their arms and hold them out, the virtual SL also reacts, and changes its direction of travel.

The image of the SL responds to hand gestures, and can mirror the colour of a passer-by's top when they stand in front of the depth detection camera

Interested in seeing how the SL would wear the colour of your top? The virtual image is also able to react to what a person is wearing, and adopt its colour "like a chameleon" (as Merc says). Animating the car through such movements and observations is a crucial piece right ahead of the billboard: A special depth detection camera. 

The exhibit came to fruition with the help of contemporary Krista Kim, who works with digital media, LED installations, digital colour gradients and spatial sounds.

Naturally, there's good reason behind the elaborate media stunt. As one of Stuttgart's most hallowed names, the Mercedes-AMG SL roadster is available with the carmaker's MANUFAKTUR equipment range, which opens up exclusive paint finishes and high-quality interior appointments to buyers.

The special media stunt is meant to put Merc's highly-individualised and exclusive MANUFAKTUR program in the spotlight

With the fluidity of the exhibit, Merc is hoping to convey how customers can receive a car built "according to their personal ideas and wishes" under MANUFAKTUR. 

A QR code on the billboard provides further information and access to all relevant Mercedes-AMG websites and social media channels, including the vehicle configurator.