ISARIA – Official Mercedes Benz Partner
ISARIA won the MAR 2020 Retail Brand Showing tender in early 2018. The previous autumn, however, we had already executed a pilot installation of the visionary concept at a dealership in Flensburg, Germany.
Starting a new chapter towards the dealership of the future, Mercedes Benz‘ MAR2020 concept focusses on the nexus of the analogue and the digital, generating a new form of brand experience in the process. Digital media play an integral role in the product presentation, with the respective elements complementing dealerships throughout. One such element consists of the Stage media walls, which form an impressive setting for varied uses such as individual customer consulting and brand-specific product presentation.Executing the concept, which involves a large number of differing elements, made high demands of ISARIA‘s planning and implementation expertise.
An important requirement we had to fulfil was making sure the new shop elements could be integrated into the differing architectures at dealerships and specific showroom types. We succeeded by providing the MAR2020 elements a high degree of modularity. Basic elements in black offset by silver effects and apricot-hued accents articulate the various functional areas in the dealership.The Stage media wall, featuring video screens with black glass surrounds behind which the respective technical equipment is concealed, is one such element. The versatile Horizon Wall, which can be equipped with a counter or drawers for customer counselling, merchandise display and storage purposes, is another. Here again the focus is placed on targeted media use.Reception counters, gondolas and showcases for merchandise presentation and storage round off the portfolio.Generously-proportioned and quality crafted sofas can be freely positioned in the Lounge space for leisurely conversation or lingering a moment.
Stylish coffee bars strikingly integrated into the interior round off the top-flight brand ambience. Over the course of 2018 the concept was executed by ISARIA at dealerships in Kaufbeuren, Böblingen, Augsburg and Eisenach, all in Germany, and at locations in Switzerland and Poland. About 80 implementations altogether are planned for 2019, and 20 are to be executed abroad. The roll-out is also well underway in China, where the concept is being implemented with slight modifications.
Our joint venture U & I Shanghai has been busy on high-volume implementation since mid-2018 and in the space of a few months has executed the system at over ten locations, including Shanghai, Ningbo, Chengdu and Shenzhen.As Mercedes Benz‘ answer to the rapidly changing circumstances in the retail world, MAR 2020 takes a skilful approach to such developments as new consumer behaviour, the growing demand for a personalised purchasing experience with added benefits, and the proliferation of digitisation and online, offline cross-channel communication.
Mercedes Benz has taken up the challenge with its focus on these future-defining changes, completely redefining its brand showing in the process. As a long-standing Mercedes Benz production programme supplier and VDA-certified partner, we are proud to have also been entrusted with the execution of this trail-blazing concept.