Urban Hunting X ULTRA Singapore
Urban Hunting X ULTRA Singapore
- Urban Hunting. Two words brought to life by the pulse of a modern generation that seeks inspiring experiences and new challenges in an urban jungle setting and a dynamic lifestyle – the hunt for thrills and adventures in the city, that describe a movement driven by the Mercedes-Benz compact car family.
- Mercedes-Benz Malaysia and its dealer partners regularly organizes Urban Hunting events with a variety of local and international acts to celebrate the Urban Hunting lifestyle. This covers art, music and, of course, the thrill and experience of driving a Mercedes-Benz in the heart of the concrete jungle for customers and fans of the brand.
- The ULTRA music festival returns for the third year in Singapore with Mercedes-Benz as the official automotive partner, once again taking the Urban Hunting movement regionally to participate in the circuit of the World’s Premier Electronic Music Festival.
“The Urban Hunting movement represents the subcultures of music, arts, nightlife, lifestyle and current trends of the affluent urbanite, inspired by the Mercedes-Benz family of premium compact cars. These progressive automobiles are the perfect companion to a new collective of Urban Hunters, natives of the concrete jungle who live the active lifestyle personified by these cars,” says Mark Raine, Vice President, Sales & Marketing Passenger Cars, Mercedes-Benz Malaysia.
As a culture, the Urban Hunting movement originated in 2015 with Urban Hunting 1.0, an art project where three street artists, namely Orkibal, Donald Abraham and Fritilldea were commissioned to interpret their perspectives on Urban Hunting on the A-Class, GLA-Class and CLA-Class - cars that have redefined the premium compact segment with a combination of performance, comfort and modern luxury. These cars were then presented at five clubbing hotspots across the nation featuring epic DJ sets by top billed names such as Jakeman & Skeletor, DJ Set and Leng Yein.
Following this was the Urban Hunting Arts and Music Festival, a fusion of art and music with four “art cars” by the aforementioned three artists and Fauzan Fuad – a collective known as the Foursome KL. There were also jam sessions for the public and a weekend filled with activities such as arts and crafts workshops for children, Malaysian short film screenings and live performance by rising stars in the local music industry.
As far as music and the party scene is concerned, Urban Hunting has seen various themed parties such as Urban Hunting X Unplugged held at the Mercedes-Benz City Store at TREC KL and Urban Hunting X Electro in Bangsar alongside regularly occuring Urban Hunting parties throughout the year. Urban Hunting has also taken place in Penang, a city of heritage and old-world charm but with an alternative vibe of standing out from the crowd which falls in perfectly with the Urban Hunting movement.
The movement have also brought headline Australian twin DJs, better known as NERVO, as part of the performance during the Urban Hunting 4.0, in conjunction with the launch of the new generation Mercedes-Benz GLA variant. NERVO is also set to perform at this year’s ULTRA Music Festival in Singapore.
In addition to this, this year, Urban Hunting also expanded its reach to Jakarta, Indonesia to collaborate with the capital city’s inaugural Sensation, the world’s leading dance tour. This year’s edition of “The Ocean of White” featured sets by world renown DJs such as Mr White, Lucas & Steve, Quintino, Ummet Ozcan, Dimitri Vegas & Like Mike and Mc Gee.
As the premium partner of the Ultra Music Festival in Singapore, Mercedes-Benz has hosted fans, customers, partners and media representatives in the Lion City for the last two consecutive years. In 2017, over 1,500 attendees from Vietnam, Hong Kong, Indonesia, the Philippines, Sri Lanka, Brunei, Cambodia, Laos and Malaysia reveled in the sights and sounds of the Ultra Music Festival over two days at the two-storey Mercedes-Benz suite.
Mercedes-Benz continues to be the official automotive partner as part of the Urban Hunting movement. This year’s ULTRA Music Festival featured famous DJs such as Afrojack, Above & Beyond, DJ Snake, Illenium, Nicky Romero, Steve Angello and many others.
The Urban Hunting movement has recently evolved with the introduction of the Grow Up campaign, a global initiative launched in 2017. Grow Up tells the stories of the latest Mercedes-Benz premium compact cars – capturing a market of buyers and fans experiencing the phase between cool adolescence and the conventional rigidity of adulthood. These cars and these people have one thing in common: the embodiment of an attitude focused on modernity, progressivism and dynamism.
The result is Urban Hunting X Grow Up, a comprehensive campaign with a global view yet with an unmistakably local feel and relevance which includes Urban Hunting parties, compact car launches and media drives along with experiential activities befitting the lifestyle of buyers and fans of these cars. Also in 2017, Mercedes-Benz Malaysia unveiled the 30-unit A-Class Urban Hunting Activity Edition, designed to celebrate the culture and diversity of our modern day customers.