Mercedes opens retail concept space at Melbourne
‘Mercedes me Melbourne’, at the newly developed foot of the Rialto Towers on the corner of King and Collins Streets, sees a new space where cafe culture meets Mercedes-Benz lifestyle.
“By day it will operate as a cafe, but it’s much more than that, and brand new to Australia,” said Horst von Sanden, CEO and managing director, Mercedes-Benz Australia/Pacific.
“With digital touchpoints, a special vehicle, brand specialists, modern menus and innovative event concepts, the Mercedes me store will attract a younger demographic and those keen to experience the Mercedes-Benz lifestyle.
“The goal of the Mercedes me stores globally is to enable people to experience the MercedesBenz brand in a casual and relaxed setting. This is not the automotive world as we know it.”
The store will include a ‘Meet the Maker space’ that features the work of local Melburnians including milliners and watchmakers and boutique gin distillery providors who can present their wares creative processes.
“As well as a place for current fans and customers to enjoy, Mercedes me store Melbourne opens up the Mercedes-Benz brand to people who may not have previously considered interacting with us or our vehicles,” said Simon Johnson, general manager, Mercedes me store Melbourne.
“It’s a place where you can simply sit and enjoy some quality time in a beautiful environment, have a great coffee or something to eat, or engage with our brand like never before. It’s not a merchandise store or a dealership but an entirely new experience in Australia.”
Designed by local architects Jackson Clement Burrows, the store also features a collaboration with coffee experts, ST. ALi.
Mercedes said to ‘capture the world-renowned Melbourne cafe culture’, its partnership with ST. ALi will see the launch of a new coffee roaster using patented technology and parts from Mercedes-Benz vehicles.
There are currently six Mercedes me stores in Hamburg, Munich, Moscow, Tokyo, Hong Kong and Beijing. All of the stores are based on the same concept and tailored to include local preferences.
It’s the second major auto firm to take aim at the Aussie marketplace in recent weeks, with Australia’s first Jaguar Land Rover retail experience store opening at Westfield Bondi Junction last week.
Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.