Mercedes' latest car dealership embodies the past few years' worth of fundamental changes in luxury automobile sales while conveying the client's brand identity. Gone are the days of salesrooms and waiting areas, now replaced with informal areas for leisure where potential car buyers come to immerse themselves in a distinct experience filled with informational tête-à-têtes, great food and drink, and perhaps even a cultural event. The meCafe makes provisions for all such functions, together designed to follow a natural spatial rhythm. Accounting for the lack of walls in the central areas, the team created modules made of furniture and vertical partitions using metal mesh curtains and shelving. Modernity, comfort, and quality being highlights of the brand necessitated the use of soft colors with gently sophisticated accent colors, as well as warm lighting for a relaxing ambiance. The meCafe blends the Mercedes me mixed-use concept with a dealership, where customers can relax and relate more deeply to the company and its products.
