Located in the heart of Melbourne’s CBD, Mercedes me Melbourne is the first such store to be sited in Australia. It is the seventh Mercedes me concept store in the world, other locations include Munich, Hamburg, Moscow, Hong Kong, Beijing, and Tokyo; each with a different concept, architectural design and space that is uniquely their own.
It is a novel space that uses modern technology to simultaneously envision the future, experience the present and be transported back into significant points in the Mercedes-Benz history. This initiative by Mercedes-Benz is creating a whole new way to experience the brand.
The Melbourne store taps into the city’s love affair with coffee and café culture. Specifically-sourced coffee perfectly accompanies breakfasts and lunches within the store’s industrial and urban design. Subtle yet unmistakable Mercedes-Benz elements feature throughout the store along with an actual Mercedes-Benz car on display. The elegance of Mercedes me aptly reflects the Mercedes-Benz brand ethos, immersing visitors in its culture but eliminating any pressure to buy or even be interested in cars.
Crucially, the store relies on sophisticated technology to tell stories and build personal affinity with the brand. LCD screens and hands-on interactivity allow each person control over their own journey with Mercedes-Benz. They can customise a dream Mercedes-Benz car, further explore details of the car currently on display, or even that of any Mercedes-Benz car past or present. Select one of the legendary and iconic car models from a feature wall and its history is displayed through astounding theatrics on a nearby screen. Such individual experiences mean that no one leaves the Mercedes me store without being touched or inspired by the Mercedes-Benz brand.
Project Solution and Outcome
Melbourne-based lighting and interior design company, Point of View, who designed the look and feel of the Australian flagship Mercedes me store, needed state-of-the-art technology to not only reflect the brand’s penchant for innovation but to also bring the entire concept of immersive encounters into reality.
To achieve this, they leveraged Programmed Electrical Technologies’ (PET) expertise and experience for the installation of the best-suited audio visual equipment, and specialist skills in implementation.
Having worked with PET before, Point of View were confident PET would supply the requisite equipment and technology, as well as its seamless backend integration into one smart system. PET then implemented every aspect of the system, and as well as the café’s light and sound functions, within easy control through a single mobile-based and tablet-friendly application, also designed by PET. This included control of a drop-down screen and projector as well as a programmable glass door able to transform the area into a hi-tech space for special events.
Despite the project’s technological complexity and intricacy, PET completed the entire installation and its control system within a four-month turnover alongside builders and other trades to turn the empty area into a completely programmed and functioning state-of-the-art space.
“The client’s [Mercedes me Melbourne] very happy … the relationship between Point Of View and Programmed really made it happen” – Bernie Tan-Hayes, Managing Director, Point Of View.