SHANGHAI: Mercedes-Maybach has opened its first "Maybach Atelier" here
The new multifaceted and holistic retail format highlights Maybach’s creator aura, where guests can immerse themselves in the brand.
Further Maybach Ateliers will open globally over the coming years through to 2030, in line with developing sales channels to present a cohesive brand strategy.
In keeping with the brand’s design, the Ateliers will offer: salons privés for more private conversations and meetings in an exclusive setting, physical and digital art programmes, 3D haptic configuration and a new concept for digital installations.
Customers would also be able to buy a car, with the help of Maybach consultants.
The opening on Oct 21 was themed "Heritage with Innovation". Investors, artists and high-end customers were invited to experience the brand in connection with contemporary Chinese "rites" such as the arts, music and culture.
An art exhibition, which opened officially at the Shanghai Fosun Art Center, was held to express the Mercedes-Maybach brand and MANUFAKTUR label which focuses on even greater personalisation.
The exhibition saw Maybach collaborate with three Chinese artists on individual installations that spanned the mediums of paper cutouts, ink graffiti and immersive digital.
Three highlight cars were presented over the course of the event: the Project MAYBACH show car, Mercedes-Maybach S 680 by Virgil Abloh and a Mercedes-Maybach S 680 MANUFAKTUR.
