Mercedes-Benz has installed a complete drive through restaurant in the lobby of the old Selfridge Hotel in London, which will be the centerpiece of the automaker’s latest installment of its digital magazine The Avant/Garde Diaries, the hip new advertising campaign promoting Mercedes’ new generation of small cars.
The first installment of the series in April, which took place at the Transmission LA: AV CLUB art festival in Los Angeles and featured the debut of the CLA Class-previewing Concept Style Coupe.
This latest installment turns things up a notch, with Mercedes inviting guests to enjoy what it calls an interdisciplinary art and dining experience in London. Commencing on September 13 and running for several days, guests will be able to drive into the lobby of the Selfridge Hotel, pick up some grub developed by “food artists” Sam Bompas and Harry Parr, and then consume it inside the car while being entertained by a sound and light show developed by the “designers” of the Jason Bruges Studio. The food is delivered by people on rollerblades.
A particular highlight in the restaurant will be the artistic staging of the new A Class, which is just hitting showrooms in Europe. The A Class is unlikely to be offered in the U.S. anytime soon, but the CLA Class, which is essentially a sedan version of the A Class, will be coming, and yes, we suspect Mercedes has a few more hiptastic events planned for its local launch.
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