In June 2024, the Mercedes Benz elite space at the Ritz Carlton's annual F1 party was transformed into an exclusive private club, inspired by the timeless elegance of the 1950s. The second floor was reimagined as a theater-style venue. Live bands played throughout the evening, enhancing the authentic atmosphere, while the decor echoed the sophistication and heritage of Mercedes Benz. Every detail, from the lighting to the furniture, was carefully curated to create an immersive experience that embodied the brand's signature elegance and sense of timelessness
BRANDWEEK 2025
Client
Adweek
C2 International
Location
Atlanta, GA, USA
Year
2025
Photos
SagePhotos
Elise Marchal
Team
Creative Dir.: Martine Lalonde
Creative Lead: Elise Marchal
Production and Project Director: Rachel St-Amand
Scenographer: Alix Brenneur
Technical Director: Mathieu Rousseau
Production manager: Valérie Molino & Hélène Poirier
Multimedia: Randy Gonzales
Graphic designers: Jessica Charbonneau & Nicolas Bougie Julien
Production assistant: Melyssa Charron
Brandweek 2025 unfolded over three days in Atlanta, where the historic Southern Exchange was fully transformed into a multi-layered ecosystem of conferences, artistic performances, and participatory experiences. Designed to foster reconnection, spark inspiration, and create meaningful new contacts, the event offered attendees an immersive journey shaped by nine months of strategic and creative development.
As one of the industry’s most influential gatherings, Brandweek brings together leading marketers and brand stewards to confront the most pressing challenges facing contemporary brands. Through provocative conversations, hands-on collaboration, and high-impact networking, participants engage with actionable insights that help future-proof their organizations and distinguish them in a rapidly evolving market.
The 2025 edition was remixed and reimagined in collaboration with C2, introducing innovative spatial concepts, storytelling layers, and interactive touchpoints that redefined the Brandweek experience at every scale.
