International Retail Design Mercedes-Benz

Back

car showroom featuring several luxury vehicles, bright ceiling lights, and a reception desk. Black and white color scheme.

GRAFT Mercedes-Benz Soopakorn Srisakul and Napat Pattryanond

Modern glass facade of a Mercedes-Benz dealership displaying multiple cars on upper levels, surrounded by greenery.

Modern lounge with brown sofas and tables in front of a wall featuring the Mercedes star in a car showroom with several parked cars in the background

GRAFT Mercedes-Benz Essen LUEG Peter Eichler

1 / 8

Project type

Brand architecture, retail

Status

Completed

Location

Worldwide

Time

Ongoing

Collaborators for international locations

Client

Daimler AG

Competition

Two-stage competition, 1st place

Photos

Heilbronn, Budapest, Hong Kong © hiepler, brunier, / Essen © Peter Eichler Fotografie / Den Haag © Ronald Tilleman / Hanoi © Vietnam Star Automobile, ADP Architects / Bangkok © Soopakorn Srisakul and Napat Pattryanond

GRAFT has developed a new design concept for Mercedes-Benz’s sales and dealership spaces, using a clear yet sensually refined style to convey the brand’s unique identity. Through a comprehensive set of design guidelines and planning tools, the concept ensures a consistent global brand presence.

The concept is being applied to retail and service locations worldwide. Since 2017, GRAFT has been the lead planner responsible for supporting the rollout of this concept in the German market.

The new Mercedes-Benz retail brand identity has already been implemented in over 300 dealerships in Germany and, in collaboration with local partners, in Bangkok, Hong Kong, Peking, Neu Delhi, Seoul, Kuala Lumpur, Manila, Tokio, Hanoi, Budapest, Bukarest, Belgrad, Istanbul, Palermo, Neapel, Livorno, Granada, San Sebastian, Prag, Warschau, Kapstadt Melbourne, Sydney, Kairo, Dubai, Abu Dhabi, Copenhagen, Den Haag, Versailles, Metz, Carlisle, Reading, Granada, Toronto, Vancoucer, Atlanta, Belo Horizonte, Buenos Aires and many other locations.

The planning catalogue ranges from specifications for the facade and roof design to the interior design of customer contact areas, including media integration and furniture design.

Modern Mercedes-Benz dealership with glass facade and multiple cars parked in front

Large modern car showroom with multiple displayed vehicles, seating areas, and large windows

The project originated from a competition in which GRAFT, in close collaboration with the communications agency TRIAD, prevailed over renowned international competitors. The resulting concept, developed in partnership with Mercedes-Benz and TRIAD, creates a seamless customer experience through modular "touchpoints," blending digital and physical brand environments.

Modern showroom with black and light flooring, illuminated ceiling feature, reception desk

Modern lounge with brown sofas, round tables, and orange chairs in a bright room with wooden flooring

Media elements are organically integrated into the spatial design, strengthening the connection between real and virtual brand experiences.

Interior of a modern Mercedes-Benz dealership with cars, seating areas, and a staircase

Supported by defined design elements and premium materials, the concept delivers a distinctive and recognizable aesthetic that feels both exclusive and approachable. In the sales area, the staged vehicle exhibition is interlinked with the accompanying exclusive consultation areas.

The outcome is a multisensory scenography that brings the Mercedes-Benz brand to life and is adaptable to diverse target groups and location requirements.

Project Partners

Sven Fuchs, Thomas Willemeit, Lars Krückeberg, Wolfram Putz

Project lead competition

Thomas Quisinsky, Sven Fuchs

Competition team

Paulo de Araujo, Marvin Bratke, Filipa Leal de Cavalho, Alexander Grasser, Denis Leo Hegic, Relana Hense, Thomas Klein, Ilias Klis, Inigo de Latorre, René Lotz, Antonio Luque Aranda, Marta Piaseczynska, Arndt Prager, Berta Sola, David Schwarz, Jörg Stanzel, Aurelius Weber, Aleksandra Zajko

Directors Concept, Roll-Out Germany and International Consultancy

Annette Finke, Sven Fuchs, Thomas Grabner, Casey McSweeney, Thomas Quisinsky

Project Lead

Altan Arslanoglu, Andreas Blödow, Matthias Eckardt, Anja Frenkel,Sven Fuchs, Sara Gomez Elorriaga, Sebastian Gernhardt, Heike Heister, Clemens Hochreiter, Jannis Jaschke, Aleksandra Kiszkielis, Vincent Krause, Achim Krayl, Antonio Luque Aranda, Casey McSweeney, Nils von Minckwitz, Javier Nieto Cano, Efthimia Papaefthimiou, Kathrin Starcke, Maike Wienmeier, Arne Wegner, Allison Weiler

Project Team

Dialah Al-Khalili, Besher Alyoussef,Jorge Luis Arias Anglarill, Andrei-Friederich Atanasoaie, Alexandra Baack, Edward Bainbridge, Saba Barani, Tolegen Batentayev, Justin Bouttell, Konstantin Buhr, Veit Burgbacher, Mathilde Catros, Mathilde Dewavrin, Aysegul Dinccag, Kevin Driscoll, Omar Elfadaly,Firat Ertegi, Agata Filipowicz, Julia Fleckenstein, Jerzy Gabriel, Agata Glubiak, Juri Gödel, Zsolt Gondos, Sorin Gabriel Gosa, Sean Guy, Alaa Haddad, Relana Hense, Mara Horj, Christine Huber, Jan Kadziela, Bas Kahlert, Harpreet Kaur, Maximilian Keil, Julia Kraffert,Nikolas Krause, Tobias Krauth, Sascha Krückeberg, Tobias Kuhlmann, Niklas Labuhn, Filipa Leal de Cavalho, Fabian Leiwe, Karsten Littau, Kudzai Magoche, Dorian Mandzukic, Simon Maris, Dylan Marshallsea, Daniela Meyer, Philippos Michael, Marco Migliavacca, Felix Morczinek, Andrei Musetescu, Ema Neimarlija, Alvaro Oliveros Ibanez, Vera Pabst,Veronika Partelova, Albert Perez Cols, Nathaphon Phantounarakul, Tobias Puhlmann, Ahmed Rihan, Matthias Rümmele, Emma Rytoft, Henrike Sauer, Dominik Sellitsch, Maik Seidel, Louise Seyb, Maximilian Schmidt Alvarez-Carcillan, Dongmin Shin, Lorenzo Javier Simón Santillana, Klemens Sitzmann, Florian Smutny, Primoz Strazar, Melissa Swick, Agnieszka Szymanska, Kristian Taaksalu, Johan Tali, Alexandra Tobescu, Alexander Turton, Max Unterfrauner, Ricardo Isaac Valencia Paez, Marion Waid, Marc Wieneke,Sung Woo Park, Haotian Yang, Mohamed Elyes Zahrouni, Djordje Zdravkovic, Joana Zielinska, Alexandra Zajko

International Retail Design Mercedes-Benz

Related Projects