To kick off the launch campaign for the new Mercedes CLA, the team at Zander & Partner transformed Düsseldorf’s Rheinturm with a striking light installation.
“Curtain up!”—the impressive presentation took place over two evenings in July 2025, showcasing the new CLA as a radiant “star in the night sky.”

The projection on the 240.5-meter-high TV tower was visible from various points across the city, including the Rhine promenade and the Old Town, turning the launch into an unforgettable spectacle. Within a record-breaking short time, the campaign achieved a reach of nearly 10 million across press and social media.

To kick off the launch campaign for the new Mercedes CLA, the team at Zander & Partner transformed Düsseldorf’s Rheinturm with a striking light installation.
“Curtain up!”—the impressive presentation took place over two evenings in July 2025, showcasing the new CLA as a radiant “star in the night sky.”

The projection on the 240.5-meter-high TV tower was visible from various points across the city, including the Rhine promenade and the Old Town, turning the launch into an unforgettable spectacle. Within a record-breaking short time, the campaign achieved a reach of nearly 10 million across press and social media.