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Floral installation welcomes spring at Studio Odeonsplatz by Mercedes-Benz
Dezeen promotion: Studio Mary Lennox has covered a vintage Mercedes-Benz in flowers for an installation at the car brand s creative space in Munich.
The New Awakening campaign is the second to take place at Studio Odeonsplatz, a programmatic brand experience space opened by Mercedes-Benz that will showcase constantly changing campaigns and offer a phygital – physical and digital hybrid – approach to content.
The New Awakening installation surrounds a vintage Mercedes-Benz 300 SL
Conceived by experience creators Liganova, the collaboration with Berlin-based flower art label Studio Mary Lennox resulted in a floral sculpture that surrounds a Mercedes-Benz 300 SL model.
Seasonal centrepiece: a suspended floral creation by Kitten Grayson
Credit: Kitten Grayson
Back in March, just as the first lockdown was ushered in, Fiona Haser-Bizony, owner of the Electric Daisy Flower Farm in Somerset, found herself in a similar predicament to scores of growers and floral designers across the country. The wedding and events industry came to an abrupt standstill with almost every booking cancelled.
The flowers, of course, kept on growing. But Fiona was in a more precarious situation than most – just one month previously she had launched a London shop in Hampstead, which was abruptly closed just weeks after it had opened.