With Melbourne arguably being known as the nation’s latte drinking capital, Mercedes-Benz has found the perfect place to open the ninth Mercedes me store, right in the heart of the Melbourne CBD amongst the vibrant cafe scene.
There’s not only an interactive brand experience to be had, but top class coffee and an inviting menu are also on offer provided by a partnership with ST ALi. Another bonus of the Mercedes me store’s multi-level central location is the space to cater for a variety of events.
Located on the corner of Melbourne’s Collins and King Streets the new Mercedes me carries on a similar theme found in stores established in Hamburg, Tokyo, Osaka, Hong Kong, Munich, Moscow and Beijing. Each Mercedes me store around the world aims to celebrate the culture of its surroundings.
The central location in Melbourne was carefully chosen with the intention of providing a flexible place for Melbournians to grab a barista-made coffee, sit down for breakfast or lunch as well as attend an after-hours event, all in keeping with the cafe culture of the city.
Mercedes-Benz Australia-Pacific CEO and Managing Director Horst von Sanden said, “To open such a facility amid Melbourne’s world-renowned food and drink scene is a great honour and we are sure that we can do Melbourne and Mercedes-Benz proud.”
Ultimately Mercedes-Benz claims that other Mercedes me stores have had success at attracting a younger audience to experience the brand. They credit the success to the combination of engaging digital design, modern food and exciting events, all of which Mercedes-Benz are hoping to replicate in Melbourne.
Melbourne’s Mercedes me is designed by architects Jackson Clements Burrows (JCB) with Mercedes-Benz, in collaboration with ST ALi and draws inspiration from the 1950’s Mercedes-Benz factories.
Mercedes me Melbourne is divided into a number of areas with each providing a different experience. Spaces include ‘The Garage’ where heritage models a relived through an audio-visual experience, ‘The Living Room’ is the place to dine downstairs or an ‘Air, Land and Sea’ booth, which pays homage to the three points of the Mercedes-Benz star is also available. There is also a floating loft area where an ST ALi coffee bar beverage might be enjoyed. ‘The Library’ area is reserved as a quiet place to relax and ‘The Drawing Room’ is available to be booked for private meetings.
Bespoke live craftsmanship is exhibited with the Meet the Maker space, which is designed so someone like a milliner or a bootmaker can show their wares and creative process giving customers the opportunity to get an insight into the craftsmanship and artistry in Melbourne.
There will also be a continually changing display of Mercedes-Benz vehicles from the latest range, a concept car or a rare classic vehicle.
Mercedes me Melbourne is open from 7 am to 5 pm Monday to Thursday and until 6.30 pm on Friday.
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