Car brands are all the buzz now, but not for the reasons you might think. While the average Singaporean is no stranger to spotting luxury cars trawling throughout their city’s streets, it’s a bit less common to see them gracing the insides of malls.
Now, however, brands like Audi and Porsche have set up shop across the country, with lifestyle-led concepts that bridge the gap between the open road and the comfort of home. The latest to join the scene comes courtesy of BYD by 1826 at IMM—and it’s easy to see why they’re a key player in building the luxury-car-to-lifestyle-concept pipeline.
City dwellers such as us can be hard to please. Every retail outlet has stiff competition, looking to one-up the other in order to grab our attention. But what if we could have our cake and eat it too? Thankfully, BYD by 1826 have been in the game for awhile now, their newest hub at IMM joining their storied roster of six automotive lifestyle establishments that blend innovation and heritage at buzzy locations like Tanjong Pagar, Boat Quay and Zhongshan Park, their original outlet.
Now, BYD IMM 1826, together with DENZA at IMM—the latter is the luxury arm of BYD—continues to boast a deep understanding of lifestyle, championing a slower pace of living with a space that’s all the comfort of home away from home. Inside, bear witness to experiential lifestyle at its finest through two distinct expressions of modern mobility.
On one hand, BYD by 1826 represents accessible electric mobility woven throughout daily living. Naturally, BYD cars grace the interiors, always within line of sight as a reminder of the brand’s increasing popularity in modern automotive circles. After all, electric vehicles have become more and more commonplace as drivers look to streamline their time on the road—and lower their carbon footprint at the same time.
On the other, DENZA by IMM is a café-led lifestyle concept, promoting EVs through a luxury lens. Their approach to F&B combines the quiet sophistication of DENZA’s cars, also on-site, with a calm, communal blend of uniquely Singaporean fusion fare, locally roasted specialty coffee, and a space that’s open to both family and their furry friends. Pet-friendly spots are all the rage now, so it’s unsurprising that BYD have taken up the call to place man’s best friend centre stage.
The IMM outlet is a signal to the public that luxury lifestyle exists outside of the confines of Orchard Road. Jurong might not have the reputation for lifestyle that, for example, Joo Chiat has, but BYD’s presence is a confident nod to the fact that the westside is slowly, but surely on the rise.
Michelle Ho, BYD by 1826’s chief brand officer and chief culinary officer, puts it simply: “The West has always been a vibrant and dynamic part of Singapore. With IMM, we’re bringing our concept closer to more Singaporeans—pet owners, families and everyday dreamers looking for comfort, community and a slower moment.
It’s our way of saying this electric lifestyle belongs to all of us here in Singapore.”
Learn more about BYD by 1826 here. BYD IMM 1826 is located at 2 Jurong East Street 21, #03-07 IMM Building, Singapore 609601.
