Mercedes me Melbourne, where café culture meets Mercedes-Benz lifestyle
Melbourne has been chosen as the seventh city globally for the Mercedes me concept store which will open in the CBD on Friday 3rd November, 2017.
By day it will operate as a cafe, but it’s much more than that, and brand new to Australia. With digital touch points, a special vehicle, brand specialists, modern menus and innovative event concepts, the Mercedes me store will attract a younger demographic and those keen to experience the Mercedes-Benz lifestyle.
The event concepts will see a Meet the Maker space in store, to showcase the work of iconic Melburnians – a milliner, a watchmaker or even a boutique gin distillery can present their wares and their creative process, giving visitors an insight into their craftsmanship and artistry.
“Mercedes me store Melbourne opens up the brand to people who may not have previously considered interacting with us or our vehicles”, says Horst von Sanden, CEO and Managing Director, Mercedes-Benz Australia/Pacific.
“It’s a place where you can simply sit and enjoy some quality time in a beautiful environment, have a great coffee or something to eat, or engage with our brand like never before. It’s not a merchandise store or a dealership but an entirely new experience in Australia," he says.
The AMG Blend is specifically brewed for espresso drinkers so it’s roasted with maximum performance in mind. The S Blend, the flagship roast, has a smooth, sophisticated taste profile, while the A Blend is light, bright and goes down easy… but it still packs a punch!”
By night, Mercedes me Melbourne will transform into a brand new event space, showcasing art, food, fashion, sport, design, innovation and collaboration, and also harness existing Mercedes-Benz partnerships such as the National Gallery of Victoria, the Australian Grand Prix and Virgin Australian Melbourne Fashion Festival.
Worldwide, there are currently six Mercedes me stores in Hamburg, Munich, Moscow, Tokyo, Hong Kong and Beijing. All of the stores are based on the same concept but take local preferences into account.