Mercedes-Benz is focusing on increasing its brand recognition in Korea by opening a dedicated space for its premium brand Maybach in Apgujeong-dong and Cheongdam-dong, Gangnam District, Seoul.
On the 14th, Benz opened the world's first Maybach customer-exclusive showroom and service center, the 'Maybach Brand Center Seoul.' Last year, it applied a new Maybach-exclusive interior concept, 'Maybach Exclusive Lounge Plus,' to the existing Cheongdam showroom.
The Maybach exhibition space is categorized into various types based on its configuration. Notably, there are 'Exclusive Lounge Plus' and 'Brand Center.'
'Exclusive Lounge Plus' is a dedicated Maybach space created on a separate floor or area within the Benz showroom, equipped with a brand-specific consultation zone, digital and physical exhibition elements, and more. In contrast, the Brand Center is an independent building capable of exhibiting, customer service, and housing the service center.
The Maybach Brand Center Seoul is a standalone building with four above-ground floors and one basement level, covering a total area of 2,795 square meters (㎡). It is located in the premium commercial district of Apgujeong, known for its concentration of high-end fashion and fine dining. The exterior features a design inspired by hanbok and hanok, developed in collaboration with Gordon Wagner, the chief design officer of Mercedes-Benz Group AG. The interior is designed with a cathedral-like structure and immersive flow.
The first floor includes a dedicated exhibition space for Maybach vehicles and a customer lounge, while the second floor features a dedicated handover zone for vehicle deliveries. The third floor has a private consultation space called 'Salon Prive,' a personalization studio for tailored experiences, and an oasis concept space with a garden and barista service.
The basement houses a dedicated service center for Mercedes-Maybach. The Maybach Brand Center Seoul operates on a reservation basis. Visiting customers can receive various services, including membership benefits, valet parking, and signature food and beverage (F&B).
The Exclusive Lounge Plus at the Mercedes-Benz Cheongdam showroom, located on Dosan-daero in Gangnam District, was completed after discussions by Benz Korea with its headquarters in Germany regarding all interior elements, including tables, lighting, walls, and flooring. The Cheongdam showroom is also operating the 'Mercedes-Benz Exclusive Lounge Plus' specialized space for the S-Class.
Meanwhile, Maybach has sold over 10,000 units cumulatively in the domestic market since its launch in 2004. Currently, various Mercedes-Maybach models, including the S-Class, GLS, and EQS SUV, are available for sale in the country.