With a concept that merged creativity and imagination, anySCALE won the commission to design Mercedes-Benz’s first exclusive showrooms for its fully electric compact luxury SUV, the EQC.
Before defining the central concept, the team revisited the brand’s legacy — from Carl Benz’s 1886 patent for the first gas-powered vehicle to today’s electric revolution marking a new chapter in Mercedes’ 130-year history.
“Our idea was to create something unforgettable,” says Andreas Thomczyk, Managing Partner at anySCALE. “A new product deserves a stage that leaves an impression.”
The result is a completely new showroom experience inspired by large-scale art installations by Olafur Eliasson and Anish Kapoor — a refined yet raw space where the EQC stands out like a sculpture in a gallery.
The flagship showroom, located in Beijing’s World Finance Center, presents three vehicles within a dynamic composition of black island flooring, curved lines, and custom blue lighting. A backdrop of digital screens mirrors the EQC’s dashboard display, seamlessly connecting architecture and technology. Finishes in dark metallic tones and soft lounge areas complete the immersive, future-oriented atmosphere.
