Mercedes-Benz MAR20X – showroom concept

Automotive retail is undergoing change. Digitalisation and new mobility concepts are transforming customer expectations and presenting new challenges for brick-and-mortar retail as well. Showrooms are increasingly evolving into places where analogue and digital brand experiences come together.

The MAR20X brand presence reflects this development. The targeted integration of media creates a stage on which vehicles and content are presented with equal impact. Vehicle presentation, consultation zones and lounge areas interlock spatially, creating an environment that combines information, consultation and experience.

The showroom concept is structured around several key elements. The Stage forms the area for vehicle presentation. The Horizon defines the media brand surface within the space. The concept is complemented by retail areas, modular functional furniture, and a hospitality counter with a star wall, which serves as the central reception and communication point.