International Retail Design Mercedes-Benz
BackProject type
Brand architecture, retail
Status
Completed
Location
Worldwide
Time
Ongoing
Client
Daimler AG
Competition
Two-stage competition, 1st place
Photos
Bangkok (c) Soopakorn Srisakul and Napat Pattryanond / Heilbronn, Budapest (c) hiepler, brunier, / Essen (c) Peter Eichler Fotografie
GRAFT has been working on concept development and engineering creating design guidelines and planning tools that will be implemented at sales and service locations around the world.
The retail outlets with Mercedes-Benz’s new brand identity can already be seen in car dealerships in over 300 locations in Germany, as well as in Bangkok, Hong Kong, Beijing, New Delhi, Seoul, Kuala Lumpur, Manila, Tokyo, Hanoi, Budapest, Bucharest, Belgrade, Istanbul, Palermo, Naples, Livorno, Granada, San Sebastian, Prague, Warsaw, Cape Town, Melbourne, Sydney, Cairo, Dubai, Abu Dhabi, Copenhagen, The Hague, Versailles, Metz, Carlisle, Reading, Granada, Toronto, Vancoucer, Atlanta, Belo Horizonte, Buenos Aires and many more places.
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.
Together with the creative agency TRIAD from Berlin, GRAFT won a two-stage competition against renowned international competitors.
The concept of a new, seamless customer experience with modular “touchpoints”, developed in close cooperation with Mercedes-Benz and TRIAD, responds to changing offline and online customer expectations.
With the goal of developing a customer-oriented retail experience, GRAFT’s striking architecture and high-quality interior design creates flowing transitions from inside to outside.
Within the customer service area of a car dealership, the vehicle presentation is interwoven with focused yet flexible consulting areas. Modular media elements are similarly incorporated into the interior fittings that shape the showroom, strengthening the combination of the real and virtual brand presence.
This makes it possible to address and respond to the changing requirements of different target groups and to successively and adaptively incorporate these into diverse spatial environments. The resulting scenography creates numerous opportunities to interact with the Mercedes-Benz brand at different levels.
In addition to developing the concept and elaborating design guidelines, since 2017, GRAFT is also the lead planner and has been responsible for supporting the roll-out of the new brand identity in the German market.
Project Partners
Sven Fuchs, Lars Krückeberg, Wolfram Putz, Thomas Willemeit
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
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