Global: Mercedes-Benz to host Australia's first Benz Bar pop-up

Mercedes-Benz is to stage a number of activations at the forthcoming Made Sydney fashion event, including Australia's first Benz Bar hospitality pop-up.

Mercedes-Benz: activating at Made Sydney
Mercedes-Benz: activating at Made Sydney

The inaugural Made Sydney event, devised by IMG, the ogranisers of Fashion Week Australia, is taking place from 11-13 November at Carriageworks in Sydney. It will mix fashion, skateboarding, music and art, featuring the first-ever fashion show by Paris-based label Faith Connexion and a replica of the world-famous Hubba Hideout, the iconic, recently demolished San Francisco-based skateboarding mecca that was the proving ground for skaters in the 90s and early 2000s. 

This replica will serve as the runway for the Faith Connexion show on 12 November before it opens up that day with skate hours to the public. It will also serve as the focal point of Sydney’s first-ever Style + Skate amateur competition on 13 November. Pro-skater and friend of Made Corbin Harris will serve as an official ambassador for the event and judge the competition.

As presenting partner, Mercedes-Benz will host a pop-up bar alongside other activations. The event will also feature the premiere of a new documentary about the life and work of photographer Slim Aarons, alongside an exhibition of his work. A retail component called The Stores will also be set up, making the collections and products of numerous brands readily available for consumers.

Horst von Sanden, CEO and managing director, Mercedes-Benz Cars Australia/Pacific said: "Made Sydney presented by Mercedes-Benz further cements our leadership role in supporting and driving the evolution and innovation of the fashion industry as well as its broader cultural movement in Australia."

The Made concept was originally founded in New York. 

US online music streaming service Pandora hosted a warehouse party at a secret location in Sydney last weekend (8 October), part of its continued investment in live events.

In the UK, Mercedes-Benz launched a summer pop-up at St David's shopping centre in Cardiff, Wales, featuring models on display.

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