Mercedes-Benz GLC Loft Party: «Welcome Home» as an Experience
For the launch of the new electric Mercedes-Benz GLC, JEFF Zurich developed an unusual brand experience: The vehicle served as the host, inviting guests into an oversized loft—and bringing the brand promise «Welcome Home» to life.
The launch of a new vehicle as a loft party—with the new electric Mercedes-Benz GLC, the creative agency JEFF Zurich tested an event format that deliberately eschews traditional product presentations. Instead, the focus on June 12, 2026, in Zurich was on the emotional experience: under the theme «Welcome Home»—the Mercedes-Benz brand promise—guests explored an oversized loft, guided by the GLC itself, which served as the host. The Mercedes-Benz GLC Loft Party thus relied on a concept that is meant to be felt, not explained.
A Vehicle as a Host
What has been part of Mercedes-Benz’s brand identity for more than 140 years—arrival, comfort, and familiarity—was brought to life in a physical space for the launch of the new electric GLC. The GLC welcomed its guests in its own loft and offered a glimpse into various living spaces, each of which opened up new perspectives on the vehicle, the brand, and lifestyle. Each room told a story about home—about entering, arriving, feeling at ease, and being together.
The concept behind the «GLC Loft Party» translated the values of comfort, familiarity, and modern electric mobility into an event format that brought a sense of closeness, warmth, and hospitality to life. Guests moved freely through the oversized loft and discovered content, details, and interactive experiences centered on the new GLC in the various themed areas.
An Experience Instead of a Product Presentation
«With the GLC Loft Party, we didn’t just want to showcase a vehicle; we wanted to create a feeling that Mercedes-Benz drivers know very well: getting in and feeling right at home. For us, that’s exactly where the power of strong brand experiences lies,» says Daniel Bachmann, project manager at JEFF Zurich.
The event concept did not present the new electric GLC in isolation, but rather within a setting that made the brand promise immediately tangible. JEFF was responsible for the conception, staging, and execution of the entire format.
A surprise moment at the end
True to the motto «The later the evening, the more exciting the guests,» a special surprise awaited everyone at the end: Lo & Leduc’s performance provided an emotional highlight of the evening.
The «GLC Loft Party» thus demonstrated how a holistic brand experience can be created through thoughtful product presentation, hospitality, and entertainment. JEFF sees itself as the «Home of Creative Experiences» and offers services in the areas of live events, campaigns, interaction, and visual design—whether in person or online, across all channels. The agency has been operating since 2011 with offices in Zurich, Lausanne, and Berlin.
Responsible at Mercedes-Benz Switzerland: Christian Berg (Head of Live Marketing & Customer Experience), Benedikt Röcker (Live Marketing Manager). Contact person at JEFF Zurich: Michael Meyer (CEO & Managing Partner), Daniel Bachmann (Senior Project Manager), Loredana Briner (Senior Project Manager), Mischa Müller (Senior Art Director), Charlotte Widmaier (Project Manager), Nita Kadrija (Junior Project Manager), India Valaulta (Digital Project Manager), Lily Hold (Digital Project Manager), Marco Hübner (Videographer), Valentin Mattes (Senior Creative Producer).
