Mercedes me Beijing

Beijing (China)/2014 – 2016

Mercedes me Beijing is a Mercedes-Benz city store in the heart of Sanlitun, Beijing’s dynamic shopping and nightlife district. The two cornerstones of the Mercedes me concept are the integration of Chinese traditions and materials on one hand and dealing with the challenges of the modern urban surroundings on the other. The restaurant, the Juice Bar and the café are to support local production chains and provide healthy snacks. A conventional bar, the AMG Lounge, and the Concept Store complete the range and turn Mercedes me into a place that also attracts a younger audience. The brand and its products are conveyed incidentally. In light of new, virtual distribution channels, personal customer ties are maintained. The Concept Store’s wavelike shelves from floor to ceiling, running through the whole of Mercedes me, offer casual consulting possibilities for interested visitors. The Engine Sculpture located in the AMG Lounge is an art installation that also strengthens brand message and technical understanding via an associated media level. The AMG GT that is attached to the wall like a work of art behind the Juice Bar plays with the perception of the brand.