[This is a sponsored article with BYD by 1826.]
Singapore’s virtual spaces are changing from purely retail to experience-led spaces.
Consumers, especially younger and urban audiences, are increasingly looking for places where they can live stress-free, socialize and experience brand through food, design and culture.
Across industries, retail, food and lifestyle is rethinking how space works—not just to sell, but to reshape how they experience it.
From individual brands like the Louis Vuitton x Takashi Murakami pop-up, where potential customers can pamper themselves with a cinema, cafe and carestation to art spaces like New Bahru that put retail brands in a design and culture-led environment, the physical environment is becoming an important branding tool.
Now, the car industry is developing. BYD in 1826which claims to be Singapore’s first integrated automotive lifestyle brand, wants to lead the way in developing the way car showrooms can attract customers.
BYD is revolutionizing the car buying experience
While lifestyle-first locations are common in fashion, food, and retail, car dealerships have remained active. Traditional showrooms can feel intimidating or high-pressure, especially for first-time buyers.
As electric vehicle (EV) adoption grows and car ownership becomes a lifestyle choice rather than a status symbol, expectations about how people interact with vehicles are changing, along with the global movement towards experiential spaces.
This is reflected in how two-thirds of people around the world expect the places and places where they live, work and play to provide more enjoyment, variety of activities, and add value to the time they spend there.
As such, BYD has been experimenting with spaces that combine car sales and lifestyle. Over the years, it has launched several of these spaces, including the first BYD-themed restaurant, BYD 1826, which opened at Boat Quay in 2023.
These stores have helped the company understand how Singaporeans interact with cars in casual, everyday settings and refine their car sales model.
Michelle Ho, Chief Brand Officer and Chief Culinary Officer, shared: “Each center sharpens our understanding of how different communities interact with us.”
For example, while BYD’s 1826 Zhongshan Park store demonstrated the power of inclusive, pet-friendly spaces that encourage long-term stays, Suntec and Tanjong Pagar stores reinforced the need for accessibility and seamless integration into professional approaches.
On the other hand, BYD 1826 at Waterway Point highlighted the power of neighborhood familiarity and repeat visits driven by coffee culture.
Armed with these details, IMM’s latest site, located in the West, finds inspiration in local identities and daily practices. The store includes electric cars, a cafe, design elements, and community-oriented activities.
Alongside its affordable EVs, BYD at 1826 at IMM also includes DENZA, a high-end electric vehicle brand owned by the Chinese automaker.
BYD by 1826’s IMM hub represents the evolution of the concept from a hybrid showroom to an experience hub… [it] shows a deep commitment to BYD’s embeddedness within the local social scene.
Michelle Ho, Chief Product Officer and Chief Food Officer of BYD 1826
What to expect from BYD with the 1826 IMM hub
At the BYD by 1826 IMM hub, guests can enjoy specialty coffee and Singaporean fare, from Chilli Crab Shiok-shuka to Tiger Prawn Risotto Pao Fan, in a pet-friendly, family-oriented environment designed for long-term stays.
While enjoying the ambiance and food, they can also browse cars from BYD and DENZA.
Together, these elements create a “café-first” environment where food, conversation, and community happen around the cars, according to the brand.
This reinforces BYD’s 1826 vision of the integration of the automotive lifestyle, where they aim to place cars as part of a place of familiarity and belonging.
The brand has realized that because customers are not in a sales-driven environment, they feel free to ask questions at their own pace, which piques their curiosity.
In a few cases, repeat visits have led to automated evaluation calls and ultimately to significant purchase considerations.
When people enjoy a relaxed type of lifestyle setting, trust builds organically. That sustained interaction proved to be more impactful than a single interaction.
“Each location we open is not just about showcasing cars—it’s about creating an experience for Singaporeans,” said Davin Ongsono, CEO of BYD 1826.
The future of automotive spaces
In Singapore, it’s clear that retail spaces are no longer just about transactions—they’re transforming into experience-driven spaces.
BYD has embraced this trend by creating spaces that include cars, cafes, and public functions, providing a more relaxed and engaging way for people to explore car options.
It’s a significant disruption to the auto industry, which has long relied on conventional showrooms.
From West to East, the brand wants Singaporeans to hear what the future of the automotive landscape could look like. You can check out BYD 1826 at the IMM here, and find some of its liveries across the city here.
Featured Image Credit: BYD 1826
