SHORT DESCRIPTION

As the first independent brand center of AMG in China, the project follows the global concept of the AMG brand to offer exclusive services that integrate car display, sales, test drives, after-sales services, accessory sales, and themed activities. The eye-striking iconic exterior combines with the car-racing interior design style to forge a memorable brand image. The design team incorporated localized design elements to enhance the overall aesthetics. Lamella materials used in the facade are one of the vital elements. Although there are reputable foreign manufacturers available, importing materials can be expensive and lead to longer construction periods due to long transportation. To tackle this issue, the design firm collaborated with local dealers, curtain wall design companies, construction contractors, and material manufacturers in China. By combining German standards and domestic production processes, the team carefully determined the size and construction process of the lamella module through extensive deliberations of proportion and simulated arrangements. This meticulous approach resulted in products that met the required quality standards. The team designed a shop area for items and accessories from the AMG collection, including the finishes, display counter, lighting design, and the addition of a small fitting room, which was highly appreciated by Mercedes-AMG. To cater to the large number of customers in China, the lounge area was expanded beyond the German standards of Mercedes-AMG. In addition, short-time and long-time waiting areas were divided to enhance the customer experience. The long-time waiting area on the second floor offers entertainment facilities such as racing simulators and VR games, allowing customers to enjoy their time while exploring the showroom.