What does it say about an automotive manufacturer that commissions a DJ to commission an avant garde art party at Los Angeles’ Museum of Contemporary Art with which to unveil its newest concept? What more does it say about that vehicle, or at least what the manufacturer thinks about that vehicle, that its introduction will be placed, not at the New York Auto Show two weeks prior, but amidst sculptures like this? And this? How does a car even fit into a show like that?
Maybe it doesn’t.
Watch this “Mercedes-Benz Transmission LA: AV CLUB curated by Mike D” video, and you’ll see nary a clue that the Beastie Boy walking around an empty and not-ironic, Charles-and-Ray-Eames-inspired art studio taking 379 sips from his Styrofoam coffee cup has anything to do with Mercedes-Benz.
“I’m psyched to be presenting a group of visual artists, musicians, DJs, food masters, and top notch baristas. I’m honored to be a part of a truly memorable sensory experience,” said Mike D.
Or maybe it does fit, as art, which means it doesn’t really make any sense at all, unless you’re a hipster, post-grad art history student walking around a jungle of post-apocalyptic noise and junk while drinking coffee and pretending that it does make sense. Which brings us back to the car, supposedly a coupe built on the front-wheel drive components as the upcoming Mercedes-Benz A-Class.
“The aim of Avant/Garde Diaries is to offer a platform for creativity. Curiosity and the joy of breaking through existing barriers are drivers for innovation and progress, and not just at Mercedes-Benz,” said Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars, who also promises the artistic staging of the Concept Style Coupe will be the highlight of the 17-day festival.
We’ll just have to find a pair of RayBans, Toms shoes, and an Intelligentsia coffee cup for super-secret show access to find out since the press release photo is not a teaser of a headlight, but a “silly, not-really-silly” photo of the 12 artists, among them dead ringers for Lou Reed, Bill Paxton, and a younger Sean Penn.