Sony turns a Singapore building into a car vending machine

01 April 2022

PlayStation Asia appears to have taken over a landmark building in Singapore as the promotional push for the launch of Gran Turismo 7.

Sony Interactive Entertainment has transformed Ten Square at Selegie Road into a digital car vending machine as part of its marketing stunt for the global release of its racing game franchise Gran Turismo 7 for PS4 and PS5.

The building is a 15-floor car vending machine called Ten Square. Prestige motor dealer Autobahn Motors owns it, and this will be their second vertical luxury car vending machine in Singapore. It’s under a mile away from the Marina Bay Street Circuit used for the Formula One Singapore Grand Prix.

The ‘vending machine’ allows all of its stock to be displayed in the smallest footprint possible, vitally essential when land is at a premium. In principle, you select the car you want to buy, and a complex lift system plucks it from its position in the tower and brings it down to you.

In addition to this fascinating storage solution, Ten Square also has the first 3D billboard in Singapore, allowing it to display images that look like they are on the inside of the building or jumping out at you.

To ensure that a wider audience outside of Singapore can experience this phenomenon, Sony has created content that includes a series of online videos; the videos will feature a presentation of the supercar vending machine and a simulated Gran Turismo café.

It makes a bit of nonsense out of the old saying, ‘My favourite machine at the gym is the vending machine.’