Occupying a beautiful 500 sqm space in Rialto Towers, the store has been tailored to include local touches, as Mercedes has done with 6 other concept stores worldwide.
To capture Melbourne’s iconic coffee culture, MB Australia has teamed up with ST. ALi - the highlight of this partnership is a new coffee roaster that uses patented Mercedes technology from their vehicles.
The store is not intended to be a dealership or a space to browse their models - only 1 special vehicle is on display, and instead of sales staff the store has ‘specialists’ that showcase the brand’s history and technology.
According to Mercedes, it is a new way for people to interact with the brand, and a way to reach consumers that may never have considered the brand before.
Having hosted the official launch party last week, Mercedes say that they intend on using the flexible space for various events during the year, in association with their partners in sport, film, food, fashion and more.
Serving up Melbourne’s iconic coffee, courtesy of ST. ALi, the me Store is open Mon - Fri, 7am - 5pm.