For the launch of the new all-electric Mercedes-Benz GLC, we transformed Halle 550 in Zurich-Oerlikon into an oversized loft. The host of the evening: the new GLC. Its promise: «Welcome home».

More than 300 guests moved freely through the living room, kitchen, bedroom, home cinema and bar. They didn't discover the car in a classic presentation, but in the middle of life itself – woven into spaces, encounters and moments that felt like coming home.

In the bedroom, an oversized bed became the photo spot. In the home cinema, films were rolling; in the kitchen, dishes were cooked together – and from the loft, guests headed straight out for a test drive. Star chefs Silvio Germann and Marco Campanella made sure everyone felt right at home, culinary-wise too.

The highlight of the evening was waiting in the living room: an exclusive surprise concert by Lo & Leduc. And so the launch became a loft party, the car became the host, and a brand promise became a feeling that needed no explaining.

Step in. Arrive. Welcome home.