Mercedes-Benz Gallery Berlin
Back to Projects list- Location
- Unter den Linden 14-16, 10117 Berlin, Germany
- Year
- 2009
In 2009 Mercedes-Benz began opening a new generation of ’brand embassies’ in European major cities. In terms of concept and design, the Mercedes-Benz Galleries follow a compelling idea: to create forums where the brand can exchange ideas with an urban public. The second and the most generous Mercedes-Benz Gallery is situated in Berlin at the Boulevard “Unter den Linden’ not far from where the first Mercedes-Benz dealer conducted his trade a century ago.
All the Gallery showrooms are designed with the same recognizable components and in a spatially distinctive way. The two-storey gallery provides a complex brand space that unites vehicle presentations, exhibits and 3D material. The facade offers a showcase of maximum transparency, with vehicle presentations visible over two floors. The double-height branded space is defined by a sculpturally fluid wall which has a glossy black finish and an eye-catching perforated pattern.
The sculptural wall is the core of every new Mercedes-Benz Gallery. It connects the various theme zones and transforms the space into a walk-through stage set. Graphical elements and display cabinets as well as furniture elements are integrated into the wall, which is a central interface with its looping media feeds and dynamic lighting effects. Throughout the showroom, the wall sets the atmosphere and also connects the themed zones. It transforms the space into a walk-through stage set where customers discover exhibits and interactive stations outlining the brand themes of safety, comfort, design, quality and sustainability. The finish of the glossy wall and the quality of craftsmanship resemble the impression of a grand piano. The black shiny surface provides a homogeneous background for an optimum automobile presentation. The use of natural wood for the flooring and furniture completes the high quality appearance of the showroom, reflecting the values and standard of manufacturing of the Mercedes-Benz brand.
The Berlin gallery provides a full customer experience; there is a restaurant on-site and the space hosts exhibitions and events on current brand-related topics or cultural themes, making it a vibrant meeting point in heart of the city.
Client
Daimler AG, Mercedes-Benz
Brand Communications
Brand Platforms (BC/FP)
Architecture
Kauffmann Theilig & Partner
Ostfildern
Project Management
Jochen Zink
Project Architects
Steffen Schurr, Marcel Schicke, Uwe Köhler
Supervision
KTP with A*ABU Beratende Ingenieure
Berlin
Communication and media
Atelier Markgraph
Frankfurt am Main
Light Planner
Four To One: scale design
Hürth
HVAC & Plumbing
Honisch + Dummler VDE
Waren
Audio Planning
TLD Planungsgruppe
Wendlingen
Fire Protection
TPG Lehmann
Berlin
Gross Floor Area
1.430 m²
Gross Volume
6.290 m³
Project Phases acc. to HOAI
1 - 9
Competition
1st prize 11/2007
Planning Start
01/2008
Construction Start
03/2009
Construction Completion
09/2009
Awards
German Design Award 2013, nomination
FAMAB ADAM 2009 in bronce
red dot award 2009, award
iF communication design award 2009, award
ADC-Award 2010 in bronce
ADC Deutschland 2010, award
Automotive Brand Contest 2011, award
One Show Design 2010, Merit Award