Where the
legend lives
G-Class HQ — Graz (A)
The Mercedes G-Class – traditional, robust and virtually unchanged for many years. This makes it not only a true classic in the automotive world, but also an exclusive collector’s item for car enthusiasts from all over the world.
The G is developed and manufactured in Raaba near Graz by a subsidiary of the Daimler Group, Mercedes-Benz G GmbH. In 2022, LOVE architecture and urbanism won the competition to relaunch the existing headquarters.
The design concept for the relaunch of the company building was inspired by the current Mercedes G-Class.
Its clear and simple design language, expressive lines, sharp edges, timeless appearance, and unmistakable character are particularly impressive.
The entrance level is a generously dimensioned, multifunctional space continuum that houses the reception, foyer, mobile bar, video wall, and mobile meeting rooms. In this area, everything revolves around the “G-Stage,” a central catwalk on which the G-models are showcased, moving in a circle around the premiere audience.
The catwalk forms a rough, homogeneously coated surface connecting the inside and the outside. The stage can be used in almost any way. Mobile sliding walls with different parking bays allow for a variety of room configurations. If necessary, an additional all-round curtain ensures that the stage is invisible, keeping the presentation secret and even more exclusive. The working levels above present themselves as a sequence of extroverted communication zones with lush greenery and introverted, concentrated working zones with team areas of different sizes. General areas for everyone thus run through the actual workplaces. In this way, concentration and communication become vital but separate neighbors.
Look & Feel
The new design concept for the headquarters was inspired by the quality of the material compositions, especially the painted surfaces of the current G models. This applies to the actual materials, color tones, surface textures, and haptics.
