Although the Sex and the City movie doesn't open until May 30, Mercedes-Benz has leveraged its relationship with the film's distributor, New Line Cinema, to provide even more visibility in the Fashion Week tents, with sneak previews of the film (and its outfits). As the title sponsor, the auto manufacturer gets plenty of publicity, but this strategic product placement targets fans of the HBO show by providing a more obvious link between Mercedes-Benz and fashion.
The most visible of Mercedes-Benz’s efforts are the two displays in the lobby of the tents. Sitting on either side of the main entrance are two cars—a new luxury SUV and a new sedan—both of which are featured in the movie. To make this connection clear, video screens surrounding the vehicles show clips from the film, including scenes where the four main characters attend Mercedes-Benz Fashion Week.
Backstage in the Mercedes-Benz Star Lounge, the association is slightly more fashion-focused, with costumes from designer Patricia Field on display (one mannequin and outfit representing each of the four main characters) in addition to set photography from the movie.
The lounge itself, designed by Van Wyck & Van Wyck, makes a statement, taking inspiration from the tartan dress Sarah Jessica Parker wore to the Costume Institute gala. The ceiling of the space is draped in black Stewart tartan, and the walls are upholstered in Royal Stewart tartan fabric. Other touches include mirrored tiles and plush leather couches.