Mercedes to Open Drive-Thru Light Show in London

And here we were thinking that the catching a golf ball in the SLS was a strange way to advertise. Mercedes seems to have shifted their focus from the super car driving caddy to the hot hatch driving youngsters of London. With the new A-Class on the horizon, it does make sense for them to court this demographic.

What doesn’t make sense is why they’re doing it with jello molds and light-shows.

A temporary, drivable restaurant will be set up in the lobby of London’s Sefridge Hotel where guests will be served by rollerblading waitresses and waiters and entertained by a light show (presumably to throbbing House music).

They’re collaborating with chefs Bompas & Parr; a duo best known for their artistic gelatin. Because nothing says youthful exuberance like cold, lime flavored goop. To be fair, they haven’t released a menu yet. Some of the installations on their website are kinda cool. They’re certainly talented, but the pairing of Jello experts and Mercedes is odd no matter how you mold it.

Also odd is that they claim this promotion is for the A-class, but that photo is clearly the CLA. The classier four-door coupe seems a bit more suitable for the mixing of a high-mided, low brow concept like this. If you’re in London this September, check it out.

via [InsideLine]