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RETAIL | Staff Reporter, Hong Kong

Mercedes-Benz unveils boutique retail store in Central

‘Mercedes me’ features a wide array of goods, accessories and gifts from the brand’s exclusive collection.

Under the Mercedes me brand, Mercedes-Benz is bringing individual customer care to a whole new level and a key part of that are innovative and centrally located city stores, aiming to appeal to new target groups while, at the same time, bringing loyal customers even closer to the brand. Since 2015, the Mercedes me Store Hong Kong has achieved great success and become one of the most popular venues in town. Mercedes-Benz unveiled the new Mercedes me Store located in the heart of Central in a more prominent and spacious location and with a concept unlike any you’ve seen from the luxury automotive leader before.

The Grand Opening of Mercedes me Store was held on the evening of 27th April 2018 with more than 1,000 guests invited. To mark this special occasion, the visionary super sports concept car – the Mercedes-AMG Vision Gran Turismo – which had its appearance in Warner Bros. Pictures’ “JUSTICE LEAGUE” was showcased.

The new Mercedes me Store echoes a luxurious getaway home that draws inspiration from both Mercedes’ German heritage and Hong Kong’s urban liveliness, thoughtfully harmonised in a “haus”-like design to undoubtedly deepen what you know about the Mercedes brand. From the entrance living room and the in-store boutique retail area to the lounges inside of the store, customers will navigate through a comfortable and familiar space that will make them feel at home. Covering a total area of 500 square metres spread over two floors, the store is also designed as a flexible event space for different kinds of lifestyle, cultural, or corporate activities. Furthermore, Mercedes-Benz latest models, classic or concept vehicles will be showcased in the “garage” area.

The new Mercedes me Store introduces an innovative retail concept, “boutique inside store”. With the inspiration from a modern wardrobe, luxury sports-wear, leather-goods, accessories, homewares, gifts from both Mercedes-Benz Collections and local exclusives will be included into the boutique area. The boutique inside Mercedes me Store welcomes co-branding opportunities with brands and new designers through modern retail concept “rent-the-closet” or “fashion Pop-up”. The Mercedes me Store continues to address car enthusiasts on our vehicles, brand and customer experience through expertise consultation services and our brand events.

The Mercedes me Store will offer all-day dining for guests, from breakfast through late night dinner and drinks. For all its food & drink offerings, Mercedes-Benz has once again selected Maximal Concepts, the most dynamically awarded dining group in Asia, to spearhead Mercedes me’s F&B programme.

Led by Chef Russell Doctrove (who comes from a three Michelin-starred restaurant background), and Head Chef Joaquin Elizondo (who gained his culinary repertoire at the one Michelin-starred restaurant Le Pûr by Jean François Rouquette at Park Hyatt Paris Vendôm), the culinary team have carefully selected ingredients synonymous with European and Asian cuisine and married them with cutting edge and open fire cooking techniques to create a selection of modern, casual and eclectic dishes. These “plates” are designed for sampling and sharing in a relaxed lunch or dinner setting, as Mercedes me welcomes you home from the hustle and bustle of Hong Kong’s Central. Unafraid to explore new territories while highlighting classic and culturally quintessential ingredients, the culinary team has truly captured Mercedes-Benz’ perpetually innovative yet timeless ethos in this menu.

For drinks, the mixology team has continued the “East meets West” homage with a menu of exceptionally well-balanced cocktails derived from classic Western recipes, with a contemporary Asian twist. Local ingredients are artfully manipulated into various textures, aromas and garnishes to add a touch of Hong Kong nostalgia to each cocktail.

In addition to its lunch, dinner and cocktail menus, Mercedes me Store will also offer all-day food and drink options, complete with freshly made breakfast pastries and exceptional coffee to go.

After a series of private events, the new Mercedes me Store will be open to public on 10th May.

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