Gargash Group, the authorised distributor of Mercedes-Benz in the UAE, has unveiled the Mercedes-Benz Brand Center, as a global beacon and a milestone in the 66-year partnership between Gargash and Mercedes-Benz. In the heart of Dubai Design District, it stands out as a global beacon and Mercedes’s statement in setting industry standards, the Gargash group’s commitment to shaping the future of luxury retail experience and reinforcing Dubai’s status as a pivotal hub for creativity and innovation.
“The newly unveiled Mercedes-Benz Brand Center… …signifies a momentous milestone for both Gargash Group and the automotive sector on a grand scale,” said Mr. Samir Gargash, Chairman of Gargash Group.
“Mercedes-Benz focuses on elevating customer experiences. Through a blend of traditional engagement and innovative concepts, we aim to exceed the expectations of our customers. The Mercedes-Benz Brand Center in Dubai embodies this approach and aligns seamlessly with our ambition to deliver unforgettable brand moments.” Britta Seeger, Member of the Board of Management of Mercedes-Benz Group AG. Marketing & Sales
So, what is the Mercedes-Benz Brand Centre?
It is a grand scale representation of everything M-B stands for and shelters the customer as they browse for a true Mercedes-Benz experience while shopping for a model or getting closer to the brand.
The interior of the Mercedes-Benz Brand Center displays minimalistic elegance while exclusive spaces whisk the customer to a section for Maybach, offering a sanctuary of bespoke luxury that’s tailored for the discerning few. ‘The Maybach Lounge’ is an exclusive pavilion marked by curved glass windows offering a 360-degree experience in personalized luxury.
Next to the Maybach lounge is a dedicated space for high-performance Mercedes-AMG models. Visible through the shadows of the glass wall of the atrium is a unique backdrop called “The Car Wall”, a stacker system that presents the visages of 76 Mercedes-Benz cars from top to bottom, left to right.
The Brand Center also offers dynamic experiences. In the second quarter, an unrivalled off-road driving adventure will be opened, with an upcoming academy that allows off-road enthusiasts to learn and test the capabilities of Mercedes-Benz SUVs on an engineered, simulated track featuring extreme terrain conditions.
Space to socialise and connect
The Mercedes-Benz Brand Center has a “Town Square” which hosts a variety of activities including exhibitions, seminars, entertainment, and the arts. Visitors will embark on an unparalleled experiential journey built around events featuring lifestyle, design, arts, culture, technology, and automobiles, all under one roof. The AMG Kaffeehaus is a place to connect with others, while a merchandise shop with a curated selection of accessories and collectibles connects enthusiasts to the brand essence.
Planet on top of mind, and the centre
With sustainability in focus, solar panels supply 25% of the facility’s electricity. Landscaping with indigenous and drought-tolerant plants, aligning with the local climate and minimizing irrigation needs, emphasize a commitment to environmental responsibility. The Brand Center also showcases the next generation of all-electric Mercedes-Benz EQ models, blending sustainability with luxury. Complementing the all-electric range are 15 on-premises charging stations, of which 4 have rapid charging capabilities to provide ful charge in around 30 minutes.
Design Philosophy
Designed with meticulous attention to detail, this project features captivating architecture, it is a collaborative approach between Mercedes-Benz Brand Design, Heller Studios, Binchy & Binchy, together with Macintyre Asset Management.
“The design of the Mercedes-Benz Brand Center in Dubai was inspired by the brand’s core values—innovation, sophistication, and timeless elegance, combining sensual curves and precision engineering to reflect ‘sensual purity’,” said Marcel Heller, Director of Heller Studios.
The relaxing ambiance fostering excellence is completed by a central event space, surrounded by a shaded courtyard and a soothing water body. This cutting-edge facility blends global brand standards with local culture and climatic elements. On a continuous basis, a series of activations are planned that cover areas of education, entertainment, industry-trending topics, and arts & culture, further solidifying it as a hub for creativity and innovation.
