anySCALE was commissioned by Mercedes-Benz Hong Kong to reinterpret the design of the Mercedes Me flagship store located on Queen’s Road Central. The space merges gastronomy, lifestyle, and brand experience into a holistic environment where guests can enjoy breakfast, lunch, dinner, or late-night drinks — surrounded by the distinctive atmosphere and design language of Mercedes-Benz.
At the entrance, a single vehicle is showcased within a curated setting reminiscent of a contemporary garage or laboratory. This immersive installation forms the conceptual centerpiece of the store, flanked by the restaurant and brand experience zones that highlight innovation, precision, and emotion.
Originally designed with a strong local Hong Kong character, the space has been thoughtfully upgraded by anySCALE. The design team applied the visual vocabulary previously developed for the Mercedes Me retail stores in Beijing and Shanghai, creating a cohesive, contemporary brand experience that blends international design excellence with a local touch — giving the Hong Kong flagship a renewed and distinctive identity.
