Mercedes-Benz debuts Studio lifestyle concept in South-east Asia with Singapore branch
It is located at Gardens by the Bay and open to the public from Sep 2; new GLC electric vehicle also unveiled
Mercedes-Benz has unveiled its first Studio lifestyle space in Southeast Asia, situated at Singapore's SG50 Lattice, set to open to the public on September 2. The event coincides with the introduction of a new electric vehicle, the GLC 400 4Matic Electric, the first fully electric model of the mid-sized SUV. Marcel Luis Mustelier Perez, president and CEO of Mercedes-Benz Singapore, expressed the brand's intention to create an engaging experience for customers and fans, without a transactional focus.
The Studio will host various activities in partnership with local companies and organizations, including a cafe that transforms into a bar at night, digital artwork, and home decor offerings. The first event, a Community Weekend on August 29-30, will feature activities from local businesses like adidas Run Club, Rapha, and creative workshops.
The Studio, an initiative of Mercedes-Benz to expand its branding with retail and cultural spaces outside traditional showrooms, will focus on the lifestyle aspect in Singapore and not include sales staff. Alongside the Studio, Mercedes-Benz will introduce new product offerings, including replacements for popular models like the C-Class sedan, and GLA and GLB SUVs.
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