The concept of quantum gravity entails that the usual geometry loses its meaning at very small distances and therefore the grand unification of all gauge interactions with the property of asymptotic freedom happens to be questionable. We propose an unification of all gauge interactions in the form of an "Universal Landau Pole" (ULP), at which all gauge couplings diverge (or, better to say, become very strong). We show that the Higgs quartic coupling also substantially increases whereas the Yukawa couplings tend to zero. Such a singular (or strong coupling) unification is obtained after adding to the Standard Model matter more fermions with vector gauge couplings and hypercharges identical to the SM fermions. The influence of new particles also may prevent the Higgs quartic coupling from crossing zero, thus avoiding the instability (or metastability) of the SMvacuum. As well this fermion pattern opens a way to partially solve the hierarchy problem between masses of quarks and leptons.