Mercedes-Benz EQ Shanghai

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Mercedes-Benz dealership showroom interior

Modern exhibition area with curved wooden and white seating and illuminated 'MERCEDES-EQ' sign on black wall

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Project type

Brand architecture, retail outlet

Status

Completed

Location

Shanghai, China

Time

Ongoing

Client

Mercedes-Benz China

Photos

Shanghai Dongchi

GRAFT has developed a new retail concept for Mercedes-Benz China that highlights the EQ brand of electric vehicles.

Interior of a modern car showroom with two displayed cars and a seating area with chairs and a table

This project reimagines the Mercedes-Benz retail brand identity, also developed by GRAFT, to showcase Mercedes-Benz's pioneering electric mobility technology. The topography element is retained as a dark terrazzo floor on which the cars are shown. It flows seamlessly into warmer wooden areas for customers.

The sky element has been taken to new levels with a ceiling that extends to the walls, creating a lighter atmosphere. The white color of the sky aligns with the established EQ branding, and we intentionally prioritized lighter materials for this location.

Modern exhibition area with curved wooden and white seating furniture and illuminated ‘MERCEDES-EQ’ lettering on a black wall

To emphasize the brand's developing technology, we created a digital, pixelated backdrop to showcase the car, which is seamlessly integrated into the sky element.

A white Mercedes-Benz electric car is displayed in a modern showroom next to a curved wooden structure with an integrated screen.

To achieve this, we used white Corian solid surface, which could be CNC-cut and shaped to create unique ceiling and wall pieces. With over 3,000 LEDs integrated into the back of the Corian, the stage comes to life with digital content. When no content is playing, the surface remains a smooth architectural element.

Project Partners

Sven Fuchs, Thomas Willemeit, Lars Krückeberg, Wolfram Putz, Georg Schmidthals

Team

Casey McSweeney, Sven Fuchs, Tatiana Lebedeva, Tugce Nur Koyuncu, Sorin-Gabriel Goșa, Bas Kahlert, Gevorg Khachatryan

Mercedes-Benz EQ Shanghai

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