MERCEDES AMG X LUFTHANSA : ARTHAUS (MIAMI ART BASEL)

  • Tom Arendas

During Art Basel Miami 2014, Mercedes-AMG and Lufthansa First Class unveiled ARTHAUS, an exclusive VIP luxury lounge that blended art, design, and premium hospitality. Designed as a refined retreat adjacent to Select Art Fair, ARTHAUS provided an immersive space for VIP guests, artists, and cultural tastemakers to connect, recharge, and engage with two globally recognized brands. Grammy-winning artist Usher headlined the vernissage, drawing an elite crowd from the art, fashion, and music worlds. Inspired by the sophistication of Lufthansa First Class and the precision of Mercedes-AMG, ARTHAUS featured premium design elements, bespoke furnishings, and curated artistic moments that seamlessly blended automotive excellence with fine art. The space became an exclusive gathering spot for collectors, curators, and luxury aficionados, reinforcing the brands’ presence within the art and lifestyle space. Positioned Mercedes-AMG and Lufthansa First Class within one of the most significant global art events, strengthening brand equity among a highly influential audience. The experience translated automotive engineering and luxury travel into an artful narrative, reinforcing the brands’ commitment to craftsmanship, innovation, and cultural engagement. The event was a strategic brand statement, solidifying Mercedes-AMG and Lufthansa First Class as cultural curators at the intersection of art, luxury, and innovation.

MERCEDES AMG X LUFTHANSA : ARTHAUS (MIAMI ART BASEL) by Tom Arendas
MERCEDES AMG X LUFTHANSA : ARTHAUS (MIAMI ART BASEL) by Tom Arendas
MERCEDES AMG X LUFTHANSA : ARTHAUS (MIAMI ART BASEL) by Tom Arendas
MERCEDES AMG X LUFTHANSA : ARTHAUS (MIAMI ART BASEL) by Tom Arendas
MERCEDES AMG X LUFTHANSA : ARTHAUS (MIAMI ART BASEL) by Tom Arendas
Tom Arendas
Senior Vice President / Executive Director