We created the Carousel of Dreams, a life-sized car carousel with five new model luxury Mercedes. The carousel was erected in a central London park over a weekend and was open to the general public.

Our aim was to mix the visual world of old fashioned carousels with the worlds of dreams and imagination. The carousel was constructed on a turning base capable of supporting twelve tonnes – necessary for the number of vehicles that would turn on it. Working with a conceptual artist, we designed a dreamlike structure to sit on top of that base, a structure dominated by balloons to give the impression that the carousel was floating in the clouds. Over 10,000 balloons were tied into the roof of the carousel. Lighting was another important touch point, as the carousel also functioned during the night. The sources of light were hidden underneath the balloons, so that the light would diffuse softly over the vehicles and render them in an attractive manner.

Thousands of people rode on the carousel during the days it was open to the public. Hosts and hostesses from both Europcar and Mercedes were on hand to explain the service and the specifications of the vehicles. The tickets issued for the ride also served as point of sale, driving people to the Europcar website. The video resulting from the event accumulated 8.6 million views on social media, a reach of over 50 million, and was re-broadcast by Europcar branches in over 20 countries worldwide.