There is a unique building in Cheongdam-dong, Seoul, the center of high-end lifestyle. Among the luxurious buildings each flaunting its individuality, a "creation" with curves reminiscent of traditional Korean tiled-roof houses stands out.
On the upper right of the building, the emblem of Mercedes-Benz's luxury brand Maybach sits prominently, and below it the simple phrase "MAYBACH" is neatly inscribed. Even without lavish decorations, the emblem and lettering alone emit a powerful allure.
Along the building's exterior, the elegant line formed where the ridge and descending ridge of the tiled roof meet soars toward the sky, and the walls have grooves and ridges that energetically extend, resembling the curves of a hanbok skirt.
The entity that completed this beautiful architecture is Mercedes-Benz's dealer HS Hyosung The Class. And the building's purpose is the world's first dedicated Maybach space.
Mercedes-Benz or Germany would hardly remain silent about such a magnificent building.
The "Maybach Brand Center Seoul" recently received an award in the "Excellent Architecture – Retail Architecture" category at the German Design Award, organized by the German Design Council.
The German Design Award, established in 1953 by the German Design Council, comprehensively evaluates innovation, technical quality and functionality to select the best designs in each field, and is one of the most prestigious design awards in Europe.
The reason for the selection is exactly the impression we had when we saw this building.
"The Maybach Brand Center Seoul displays outstanding architectural expression with an original facade design inspired by traditional Korean architecture, spatial staging with depth created by light and shadow, and a systematic integration of brand heritage," was the reason given for the award selection.
It's not just the exterior. The interior also has excellence.
"The sky garden, which reinterprets the traditional 'hanok courtyard' to connect nature and the city; private consulting rooms designed around customer circulation; and the manufactur studio for customized personalization — these customer experience–centered spatial compositions achieve an integrated completeness of brand experience and architecture," the commentary said.
Then why did they need to build the Maybach Brand Center Seoul?
Lee Kyung-seop, executive director of HS Hyosung The Class, answers this way: "There was a need to respond to Maybach customers in a manner befitting Maybach customers."
In fact, that's true. Maybach is a luxury brand derived from Mercedes-Benz, and until now Maybach customers had to buy cars at regular Mercedes-Benz showrooms. The Maybach Brand Center Seoul is essentially the starting point where Mercedes-Benz and Mercedes-Maybach become distinct in substance.
There are five spaces worldwide called "Maybach brand center," including Seoul. Among them, the only center to receive the certification known as "official" is the Maybach Brand Center Seoul. There is a reason Maybach receives special treatment in Korea. Thanks to the image of the "chairman's car" created by Lee Kun-hee, Korea ranks among the top three in the Maybach global market.
But why was the large project to build the Maybach Brand Center Seoul entrusted to HS Hyosung The Class?
There was fierce bidding competition among dealers. Strict evaluations were conducted based on proposals that included location, building design and operation plans, and as a result HS Hyosung The Class was finally selected.
Executive director Lee Kyung-seop said, "We emphasized that, as a symbol of being the world's first, the location had to be Cheongdam-dong, Korea's Beverly Hills. The building had to embody Korean beauty, and the operating system had to offer a one-stop experience that combined artful exhibitions, exclusive reception, respect for individuality through manufactur and service. It seems all these elements together received high marks."
It is evident that Mercedes-Benz will build an independent Maybach brand strategy based on the experience of the Maybach Brand Center Seoul. The successful establishment of the Maybach Brand Center Seoul could become an important energy for the Maybach brand strategy.
Park Hong-gyu, branch manager of the Maybach Brand Center Seoul, said, "We have prepared differentiated and independent services. By service here we mean encompassing the beginning and end of the journey as a Maybach owner. From the moment you enter the Maybach Brand Center Seoul, which operates by 100% reservation, we have carefully prepared every process, down to the building's scent, so you can feel the specialness."
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