Rather than putting it in a motor show, Mercedes decided to give UK public an interactive view of the new Concept A-Class as it embarks on a tour of the country.

Over the next month, the Concept A-CLASS will be shown in an engaging display at  shopping centres in four major cities across the UK. To add more drama, before each event there will be an unveiling ceremony, which is fun, but also sounds like a bit of a faff to us. Here’s how they describe it:

At each location, the car is initially tantalisingly hidden from view in a mirrored box, which is surrounded by a forest of interactive LED lights that react to sound – they change colours and patterns in response to the voices or movement of passers-by. At regular intervals, a deep note will sound and the lights will pulsate around the box, accompanied by attention-grabbing music, that will build up to a full reveal of the car.

Mercedes Concept A-Class UK Tour Dates:

Bullring Shopping Centre, Birmingham (Saturday 24^th and Sunday 25^th September); Westfield London (Saturday 1^st and Sunday 2^nd October); Arndale Shopping Centre, Manchester (Saturday 8^th and Sunday 9^th October) and Braehead Shopping Centre, Glasgow (Friday 14^th and Saturday 15^th October).