Melburnians have another reason to gloat as their city was chosen to be the seventh global location for a Mercedes me concept store. Mercedes me will become a unique new space where café culture meets Mercedes-Benz lifestyle.
Designed by local architects Jackson Clement Burrows, Mercedes me is a hub of creativity in a relaxed and welcoming space in collaboration with pioneering coffee experts.
“By day it will operate as a café, but it’s much more than that,” said Horst von Sanden, CEO and Managing Director, Mercedes-Benz Australia/Pacific. “With digital touchpoints, a special vehicle, brand specialists, modern menus and innovative event concepts, the Mercedes me store will attract a younger demographic and those keen to experience the Mercedes-Benz lifestyle.”
To capture Melbourne’s café culture, artisan coffee roasters ST. Ali has built a one-of-a-kind coffee roaster using parts from Mercedes-Benz vehicles, to create blends with nods to various Mercedes models.
The blends will include AMG, specially brewed for espresso drinkers, so it’s roasted with maximum performance in mind. The S Blend, the flagship roast, with a smooth, sophisticated taste profile, while the A Blend is light, bright and goes down easy.
By night, Mercedes me will transform into an event space, showcasing art, food, fashion, sport, design, innovation and collaboration, and also harness existing Mercedes-Benz partnerships such as the National Gallery of Victoria, the Australian Grand Prix and Mercedes-Benz Fashion Week Australia.
There are currently six Mercedes me stores located across Hamburg, Munich, Moscow, Tokyo, Hong Kong and Beijing. All of the stores are based on the same concept but take local preferences into account.
Mercedes me Melbourne will be located at the newly developed foot of the Rialto Towers on the corner of King and Collins Streets. It opens to the public Friday 3rd November 2017. Sydneysiders will never live this down.
In other Mercedes news, the motor brand has detailed its E-Class All-Terrain 4×4 and its Maybach 6 Cabriolet is basically a Yacht on wheels.