In the sharing economy, loyalty to a specific brand is challenged. Car manufacturers have to offer ways to experience the brand that go beyond classic car dealerships. With this in mind, mm+ developed a concept for the Mercedes me Beijing, a unique Mercedes-Benz city store. It integrates heterogeneous worlds into a harmonious whole: a juice bar with local products, a restaurant serving Chinese haute cuisine, a bar to hang out, and almost incidentally the display of the newest Mercedes-Benz cars.
Statement of the jury
The innovative showroom concept unites sophisticated dining with imaginative decor and atmospheric lighting to create an emotional experience overall.