Abstract
The world’s first retail outlets with Mercedes-Benz’s new brand identity can already be seen in car dealerships in Hong Kong, Beijing, Budapest, and Istanbul. For three years, we have been working on concept development and engineering, creating design guidelines, and planning tools that will be implemented at sales and service locations around the world. The planning catalogue ranges from specifications for the facade and roof design to the interior design of customer contact areas, including media integration and furniture design. Together with a creative agency, we won a two-stage competition against renowned international competitors. The concept of a new, seamless customer experience with modular “touchpoints”, developed in close cooperation with Mercedes-Benz and the creative agency, responds to changing offline and online customer expectations. With the goal of developing a customer-oriented retail experience, our striking architecture and high-quality interior design creates flowing transitions from inside to outside. Within the customer service area of a car dealership, the vehicle presentation is interwoven with focused yet flexible consulting areas. Modular media elements are similarly incorporated into the interior fittings that shape the showroom, strengthening the combination of the real and online brand presence. This makes it possible to address and respond to the changing requirements of different target groups and to successively and adaptively incorporate these into diverse spatial environments. The resulting scenography creates numerous opportunities to interact with the Mercedes-Benz brand at different levels.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Architectonic, Spatial, and Environmental Design
KEYWORDS
Branding, Retail, Architecture, Interior Design, Customer Experience
