Mercedes Benz Brand Center, d3, Dubai
When the development team met together for the project kick-off meeting in September 2017 in Sindelfingen, at the Global Headquarters of Daimler, we were not aware that we were embarking on a journey that would disrupt and challenge the global automotive industry.
Reinventing automotive retail with one of the worlds leading brands takes tenacity, resilience, and perseverance, a development with profound consequences and a pioneering project.
In previous years customers visited car showrooms on average five times before purchasing a car. The availability of information online and the ability to purchase vehicles through channels not in a showroom means this number is currently only 1.4 times, and decreasing. Disruption is changing the automotive industry, so new and alternative ways are required to get brand touchpoints in front of customers.
Although machines are the basis of this concept, Mercedes-Benz has evolved into much more than just automobiles. It is not abnormal to describe the brand as a culture, placing strong emphasis on the Mercedes-Benz community. It is fitting therefore, that 137 years after Carl Benz invented the first gasoline automobile in 1886, Mercedes Benz are now pioneering the reinvention of the automotive showroom. How is this achieved? By removing meaningless friction and adding points of meaningful friction. We have stopped thinking about what our customers can buy from us, and instead think about what our customers can achieve from us.
Our client’s brief was to create a development that would allow them to double their annual vehicle transactions. The project is 70% F+B and retail, and 30% car showroom, and we attract customers through an annual calendar of events. The development's business plan is built around a multisided business model, primarily motivated by the aim to attract repeat visits from retail customers, and to build amenities that will also be used to entertain corporate clients who would not typically ever step foot inside the showroom.
Located in Dubai Design District (d3), this truly mixed use development involves the construction of a flagship Mercedes Benz showroom and cultural centre, including: a café; a private members club; a classic and concept car collection and events space; Mercedes Benz and third party retail; an art gallery; a collection of multi-functional experience spaces to enlighten the five senses through sight, sound, smell, touch and taste, showcased with makers spaces used by artisans, florists, chocolatiers and perfumers, places to sit and rest, places to eat, to drink and to listen to performances of art and music; and a G63 off road test drive track.
Mercedes Benz Brand Center completed 2023. Mercedes Benz Off Road Test Track to be completed 2024. ARCHITURE & INTERIOR DESIGN: HELLER STUDIOS / BINCHY & BINCHY. CONTRACTOR: BOWYER WICK
