Project by numbers:

• 7 builders constructed the garage over 7 days

• 5 days to form each ice block

• 255 lbs per block

• 345 blocks

• 88,000 lbs of ice used in total

The world’s most valuable luxury automotive brand, Mercedes-Benz has been Canada’s top luxury manufacturer since 2014. Creating exceptional experiences that reflect and reinforce the company’s reputation has been central to its success.

In 2020, Mercedes-Benz Canada decided not to announce its model year 2021 lineup at the auto shows, marking the end of an era. Instead, the company delivered an unparalleled experience for a select group of journalists and influencers on Lake Winnipeg in remote Gimli, Manitoba.

The custom-built Mercedes-Benz Ice Garage accommodated 60 people, showcased a breadth of 2021 4MATIC (AWD) vehicles, hosted a band and was the site of key product and corporate announcements, in a truly Canadian winter setting.