Mercedes-Benz Singapore, together with authorised agent Cycle & Carriage, has unveiled its very first Concept Store.
Located in Great World, the concept store aims to showcase what sustainability means to Mercedes-Benz. It will work with other environmentally positive entities and personalities to explore, discuss and showcase sustainability.
It also aims to encourage the community to consider their own impact on the environment.
The Concept Store will also serve another purpose – it will be a retail point for the Mercedes-EQ brand, whose line-up only consists of electric models. At the Store’s launch on Monday (11 April), the EQS – the flagship of the Mercedes-EQ range – was previewed.
The Concept Store was launched in partnership with HYPEMAKER, the global creative studio of HYPEBEAST.
Mercedes says it chose the store’s location based on the fact that Great World is in the midst of attaining a Green Mark certification from the Building and Construction Authority (BCA).
Designed with sustainability at its core, even the materials used in its construction, such as paints and consumables, had to be eco-friendly.
AN EVOLVING LINE-UP
Inside, the space is divided into three zones: The Showcase, Artist @ Work, and The Takeover.
The Showcase lets visitors interact with Mercedes-EQ models, while also learning about how the brand envisions the future of transport and society from displays. Selected demo units will be available for customers to test-drive.
Artist @ Work is a collaborative space, where partners who are engaged by the brand can showcase their craft and share new facets to the conversation about the environment with visitors.
The Takeover will feature thematic and sustainable lifestyle concepts for visitors to enjoy while considering their own views about sustainability.
Mercedes says that the store’s content will change over time. The EQ models displayed will vary, along with the brands/partners engaged by the store.
One of the highlights at the opening was the curved media wall, which showcased a dynamic audio-visual presentation. The team of artists at Metamo Industries was responsible for this.
Keeping visitors perky (for now) is Foreword Coffee Roasters, a coffee company and social enterprise committed to positive environmental and social impact.
The map of Singapore behind the beverage counter was done by Mosscape, one of the country’s top providers of biophilic interior design concepts.
Claudius Steinhoff, President & CEO of Daimler South East Asia/Mercedes-Benz Singapore, said: “The environment is at the core of our Mercedes-Benz brand.”
“In addition to the progress we’ve made in reducing our impact on the environment all across the supply chain as laid out in our Ambition 2039, we feel that now is the right time for us to play a leadership role in convening and collaborating with like-minded individuals and entities in taking environment-led initiatives forward in Singapore.”
The Concept Store is at #01-131- 132, Great World, 1 Kim Seng Promenade, Singapore 237994.