G-HAUS takes over Gillman Barracks for the Singapore launch of the latest Mercedes-Benz G-Class
Petrolheads are straightforward people. The perfect artistic performance for us? The tortured squeal of tyres as they lay down an inspiring trail of squiggly streaks on the tarmac.
Throw in the smell of shredding tyres and an electric blue, electric G-Class, and you’ve pretty much nailed our idea of 360° performance art, much like the 360° twirls the G 580 with EQ Technology is effortlessly executing.
Created by Mercedes-Benz Singapore, G-HAUS (pictured in the background) took over a large part of the Gillman Barracks over a three-day curated brand experience in August to launch the complete G-Class (geländewagen or G-wagen) line-up in Singapore.
See also: Star struck over the new G-Class
The immersive brand experience blended heritage, innovation, and lifestyle to welcome customers, fans and the public into the iconic world of the G-Class.
The launch of the complete G-Class range – comprising the G 500, G 580 with EQ Technology and Mercedes-AMG G 63 – was further complemented by local artiste, Yung Raja’s (pictured above) edgy performance, which segued perfectly with the pop culture phenomenon that is the G-Class.
See also: Mercedes-Benz G 500, G 580 with EQ Technology and G 63 launched : G-Forces of Nature
The G-HAUS facade is recognisably brutalist-inspired, much like the design of the implacable G-Class itself, but just like the immutable G-wagen, it is what’s under the skin of this cult icon that ignites our emotions.
Guests enter the construct into the welcome hospitality and even warmer smells of the baked delectables from G-Café by Átipico (pictured above).
The vibes in the G-Cafe are chill, with a G-HAUS Boutique to showcase cool merch and collectibles, as well as interactive G-Experiences, which include a G-Class charm craft bar (pictured above) and dynamic Off-Crawl photowall to indulge in while waiting for your turn in the electric G-Class.
Inspired by the idea of a home, G-HAUS was designed as a space for customers and guests to connect, experience and feel part of something extraordinary.
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Every touchpoint was thoughtfully created with our community at the centre, honouring the G-Class legacy while shaping its future.
There aren’t many cultural and fashion icons in the automotive world that have resonated so strongly in pop culture lore, but the geländewagen is the unlikely hero to have stamped its authority in these spheres through over four decades since it first broke cover in 1979.
However, a geländewagen is never just another pretty face, because all iterations of the rugged, body-on-frame 4x4 are properly off-road-worthy and more than capable of stomping molehills and mountains into submission.
In addition to the G 500 and G 63 (pictured above), this was also the first time the all-electric G 580 with EQ Technology would be seen in action, demonstrating its dramatic G-Turn (which lets it execute 360° spins around its own axis), as well as proving its off-road crawl prowess by reversing up and clambering down a steep incline.
The cherry G topping to the buzz-filled weekend as local collectors and car enthusiasts descended on G-HAUS on the last day?
A gathering of past and present geländewagens to join in the launch festiv- ities in a grand celebration of community and camaraderie.
