Dining in the car

The drive-through gets a designer makeover to showcase the new Mercedes A-Class - and benefits from creative input by Jason Bruges Studio.

Light art meets food design in the Mercedes Drive Thru project, with lighting design by Jason Bruges Studio, working in collaboration with leading food artists Sam Bompas and Harry Parr.

The venue for this interdisciplinary art and dining experience is the lobby of the old Selfridges Hotel in London. Between 14 and 16 September 2012 (during the London Design Festival), the traditional drive-through experience will be transformed into a sensory encounter that promises an unforgettable dining experience.

Hosted by the Avante Garde Diaries, a Mercedes Benz initiative that explores the car as a dining environment, the project reimagines the car on a performance, experimental and sensory level, while simultaneously indulging guests in a fine dining experience.

The new Mercedes A-Class (which is now available to order in the UK) will be showcased in an installation with moving light sources and interaction design by Jason Bruges Studio. The studio’s work will aim to feature the dynamic design features of the new vehicle in question.

Upon arriving at the venue, drivers and diners will be taken along a 40-metre stretch of polished marble to park in a darkened box. In this “box”, visitors will be overwhelmed by walls of light and sound, with girls on roller skates, known as “baconators” will take the food orders.

Jason Studio Studio’s responsive light installation will be triggered all the while, happening in stages and taking its cue from the car’s movements.

Taking the sensory experience even further, diners will be encouraged to hang something that can be compared to a “giant salami” from their rear-view mirrors. Designed by a New York perfumer, this “salami” emits an oily smell into the car. Each car will also receive a CD, featuring music by composer Dom James, along which to enjoy their meal.

Bompas was quoted in Design Week: “The Mercedes Drive Thru will serve emotionally compelling food to time-poor fashionistas on the fly. They don’t normally get a chance to pause for food but we can serve them in three minutes flat.”