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In honor of the 53rd UAE National Day, LEGO and Mercedes-Benz Middle East collaborated to produce an almost life-size model of the recognizable G-Wagon. Built entirely out of 445,971 LEGO bricks, the model has become the centerpiece of a vibrant activation in Dubai Design District.
What makes this LEGO G-Wagon special?
This is not your average model of a LEGO automobile. Interactive features such as buttons that "start the engine," "turn on the headlights," or even engage the blinkers make the G-Wagon come to life. Visitors can tour this brick-built marvel, get aboard, and take pictures.
And there's more: a dedicated wall invites visitors to build the UAE flag with LEGO bricks, adding a collaborative twist to the celebration.
Why a G-Wagon?
LEGO’s collaboration with Mercedes-Benz is no accident. According to Kristian Imhof, General Manager of LEGO Middle East and Africa, the choice of the G-Wagon was strategic. “In this region, not everyone knows LEGO,” he said. “But the G-Wagon? It’s iconic.” Using the G-Class as a canvas helps bridge that gap, leveraging its prestige and familiarity to draw people in.
Michael Stroband, President and CEO of Mercedes-Benz Cars Middle East, said, “If you think of a place where people love the G-Wagon, it’s Dubai. The model is part of the cityscape.”
Behind the build: Stats that wow
Creating the LEGO G-Wagon was no easy task. A team of LEGO Master Builders spent 2,285 hours constructing the model, brick by brick. Why invest so much effort? It’s not about direct sales, says Imhof. The goal is to spark curiosity and drive brand awareness. “People who love cars might see this and think, ‘Let me try building a LEGO set.’ That connection is what we’re aiming for.”
A smaller LEGO G-Wagon for fans at home?
This is not the first time a LEGO G-Wagon has been made, though on a lesser scale. LEGO Technic 42177 Mercedes-Benz G 500 was released in 2020 as part of the Technic series. This smaller-scale set lets fans build their own duplicate of the iconic SUV. It comes complete with functional suspension, steering, and other realistic features. Even if it's not as big as the life-sized model in Dubai, it's still a great way to bring a bit of this car's past into your house.
Will it inspire a new wave of LEGO enthusiasts? Or make G-Wagon fans look at their favorite car in a new light? Maybe both. One thing’s for sure: this collaboration is turning heads and sparking conversations.
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