Timelines

The decade-specific vignettes also showcased movie posters that featured the SL convertible, including The Rookie, Father of the Bride, and Liar Liar in the area dedicated to the '90s. During the press tours, Java the Truck and the Fry Girl provided refreshments and pastries for guests.

Working with Warner Brothers Special events and their in-house studio services team, OSK Marketing & Communications arranged for six rooms to be built within the 12,000-square-foot Stage 5 lot. A total of 18 pieces of wall were utilized, each custom painted and some with plasma TVs attached. OSK, the Germany-based production firm, has been the lead agency for the automotive brand's parent company, Daimler, for a decade, and the four-year-old New York branch has worked with Daimler and Mercedes-Benz USA.

The 2013 Mercedes SL Roadster stood prominently beside a replica of the original 1952 SL at the entrance to the "SL at Hollywood" exhibit. As the new model was just making its debut and has yet to appear in films, the event's producers kept the vignette simple, incorporating just a few director's chairs.

One of the highlights of the seven-vehicle exhibit was the inclusion of Natalie Wood's Mercedes SL from the 1950s. The car, which was shipped in from the East Coast, was displayed in a glossy red vignette that featured a jukebox and diner-style countertop tables and stools evocative of that decade.

For the section highlighting the '60s, Mercedes-Benz created a Mad Men-like feel with a living room furnished with period pieces borrowed from the Warner Brothers prop room.

A disco setting illustrated the glamour and excess that was the 1970s and '80s. The Studio 54 nightclub concept included glitter curtains, a disco ball, and that all-important velvet rope.

In keeping with the event's Tinseltown cinema aesthetic, Mercedes created its own 30-star Hollywood Walk of Fame, replacing the usual celebrity names with the name and year of a film that featured an SL vehicle.