With almost 100,000 vehicles delivered in 2016 and the largest model offensive yet, the sports car and performance brand Mercedes-AMG started with record values in the jubilee year 2017. With the opening of the first independent sales company in Tokyo Setagaya, AMG reached a milestone in the sales strategy in January 2017.
The Heller Designstudio, in partnership with Gellink & Schwämmlein architects, designed the new sales operation based on a “stand-alone” concept in the Tokyo district of Setagaya.
On two levels and a total area of almost 1,000 square meters, customers and prospective customers can find out about the latest AMG performance models and their technological features.
A consciously reduced interior design and a focused lighting set the sports car and performance models from Affalterbach into the scene. With lounges, a boutique, motorsport exhibits and consultancy, the new sales company offers several appealing seats for a conversation exchange. The vehicle transfer area is integrated into the showroom and can be separated in a variable manner in order to protect the privacy of the customer if necessary.
For example, customers can configure Mercedes-AMG vehicles on their own at a powerwall and experience different engine sounds from a soundcounter. Large graphics create a close connection to motor sport.
The exhibited vehicles stand on asphalt. Its black color creates a delightful contrast to the white “Arena” on the upper floor. Various road markings bring the racetrack into the showroom. They point to the roots of the sports car and performance brand, which won a victory with the legendary victory of the red-painted AMG 300 SEL 6.8 from 1971 at the Circuit de Spa-Francorchamps.