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DaimlerChrysler Uses DuPont™ SentryGlas® Expressions™ for Elevator

DaimlerChrysler Australia/Pacific's Mercedes-Benz showroom in Melbourne, Australia, greets visitors with a stunning elevator mural photograph that juxtaposes the classic Gull Wing car with the latest Mercedes-Benz SLR McLaren. The mural is made of DuPont™ SentryGlas® Expressions™ decorative laminated glass.

Architects Woods Bagot of Melbourne designed the showroom, including the elevator concept, in partnership with Digiglass of Australasia and DaimlerChrysler Australia/Pacific's senior project manager for dealer development, Richard Tan. Woods Bagot project architect Frank Rog said: "We worked closely with DaimlerChrysler on design ideas for the elevator mural, which was completed in December 2005. The selected photograph works really well because the elevator doors are made of totally transparent laminated safety glass so there is a very strong and immediate visual impact showing these two beautiful cars even before you enter the elevator.

" DaimlerChrysler's Richard Tan said: "It was a great opportunity to showcase Mercedes-Benz history and technology within our flagship 'Autohaus' dealership in Melbourne ('Autohaus' is the term used globally by DaimlerChrysler for its upgraded showrooms.) The solution we arrived at, a photographic mural showing off the Gull Wing in the background, with the SLR in the foreground, encourages customers to think about DaimlerChrysler's long history of design excellence. The reaction from customers to the SentryGlas® Expressions™ mural has been fantastic! We are considering using a similar concept in other elevators as we refurbish DaimlerChrysler showrooms throughout Australia, starting with Mercedes-Benz of Sydney." The laminator for this project was DMS Glass of Melbourne.

The elevator was made by Independent Lifting Services of Melbourne. Managing Director John Sanderson said: "Architects Woods Bagot sent us the photos they wanted for the back of the lift and put us in contact with SGX specialist for Australasia, Digiglass. We think the mural looks fabulous! The resolution is 200 dpi, incredibly sharp, even at this large scale of reproduction. Traditional alternatives such as a full-wall painting or poster for the back wall of the lift would have been way less visually arresting. The glass laminate construction protects the photograph indefinitely and makes cleaning easy.

"We had never worked with SentryGlas® Expressions™ before but we intend to use the technology in as many elevator applications as possible in the future. It offers our clients great creative freedom for branding - the possibility to use photography or other types of digital images for great aesthetics and brand reinforcement is literally infinite!"