Mercedes & Matchbox 20

Wednesday, June 22, 2011
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At Mercedes-Benz’s new flagship dealership at 770 11th Avenue, President and CEO of Mercedes-Benz USA, Ernst Lieb, hosted the Gala opening which attracted business types, media maven’s and celebs alike.

To my delight, the man I wake up to every morning (for my morning news, of course) Al Roker, along with Alexa Ray Joel, Molly Sims, Fern Mallis, Rosanna Scotto, Rev Run and Nick Cannon aka Mr. Mariah Carey showed up to bask in the luxury of the new 330,000 square foot space, enjoy the food inspired by Modern’s Executive Chef Gabriel Kreuther and rock out to a (suprise) concert by Matchbox 20.

During a speech, City Council Speaker Christine Quinn enthusiastically announced, “On behalf of Mayor Bloomberg and the City of New York, today is Mercedes-Benz Day!”

Pre-show, inside the Mercedes House (which has the dealership on the ground-floors and Two Trees-developed luxury condos above) model cars lined the aisles and VIPs climbed behind the wheels and posed for pictures.

Guests then moved the party across the street for the luxurious outdoor concert, complete with a “Champagne tailgate” (a Mercedes-Benz hatchback with a trunk full of Veuve Cliquot) and another open bar.

Really, there was nothing more entertaining then watching Mercedes-owning men in suits and ties dance, jump up and down, belt out lyrics along with Rob Thomas on the dance floor of a chic venue in the middle of Manhattan on the night of the summer solstice.


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by AVENUE insiderPhotographed by Billy Farrall