When the show ended, the crowd was lit up by people on their cell phones, no doubt to document the fantastic night.
Mercedes-Benz brought “The Evolution Tour,” featuring Young the Giant, to the National Building Museum on Thursday night, October 9, 2014.
“The Evolution Tour” is a social-media driven concert experience that celebrates the launch of the 2015 Mercedes-Benz GLA, a luxury compact SUV. The tour spans across nine cities including New York City, Los Angeles, Miami, Chicago, Atlanta, New Orleans, and San Francisco. The tour’s headliners vary by their respective city with Alabama Shakes and Mayer Hawthorne also performing in other cities.
The National Building Museum’s atrium was transformed into an after-hours club experience. Three bars were set up throughout the space and featured drinks by Wódka Vodka, which included the Wódka Lemonade and Wódka Refresher. Heineken beer and Fiji water were also served and snacks provided by Pop Chips. A DJ also played remixes of popular Billboard songs before Young the Giant’s performance. Mercedes-Benz encouraged everyone to tweet and Instagram their experience as the night went on.
Guests, who received invites by sharing a photo inspired by the tour or writing why they wanted to come, could take pictures on the black carpet upon arrival. Screens were set up that had the history of various Mercedes-Benz vehicles, such as the 1980s G Wagon, to read. People were able to see the 2015 GLA Mercedes-Benz vehicle up close and personal as it was inside the museum to view.
Another 2015 GLA was on display but with an artistic twist- New York City street artist Mr. Brainwash had painted the car in street art inspired fashion. People crowded around the car to take pictures of the piece of work.
One of the biggest hits of the night was the free black shirt giveaway. Guests were able to receive a free black T-shirt or tank top to have silk-screened with their choice of four designs. The designs included “Evolution Tour” and the Mercedes-Benz symbol. The line to get a shirt wrapped along the corner of the atrium as people patiently waited to get their souvenirs.
Finally, Young the Giant took to the stage and brought lots of energy with them. They performed popular songs such as “Anagram,” “It’s About Time,” and many more. When the show ended, the crowd was lit up by people on their cell phones, no doubt to document the fantastic night.