The 'Maybach Brand Center', resembling the eaves of a hanok, has opened in Apgujeong, Seoul. This is also the world's first.
Mercedes-Benz Korea has made a significant investment in Seoul by promoting the Maybach brand. They have opened the world's first 'Maybach Brand Center' in Apgujeong, Seoul, declaring, 'We provide a personalized brand experience.'
'Maybach Brand Center Seoul' is an exclusive exhibition space and service center for Maybach customers. However, its symbolism far exceeds its functionality. This is because it embodies the philosophy and values of the Maybach brand.
This space, which bridges the traditional beauty of Korea and modern sophistication, aims to provide immersive personalized experiences for customers.
Matthias Gaizen, a board member of Mercedes-Benz Group AG and head of marketing & sales, noted, 'With the opening of the world's first Maybach Brand Center, we have made significant progress in redefining the highest level of customer experience.' He added, 'Korea is not only a core market for Mercedes-Benz but also a place that deeply understands modern luxury and continually evolves. Through the Maybach Brand Center Seoul, we aim to realize a new standard of customer experience based on Maybach's craftsmanship, authentic relationships with customers, and unique brand value.'
Daniel Lescaux, the head of Mercedes-Maybach at Mercedes-Benz Group AG, said, 'The world's first Maybach Brand Center, located in the heart of Seoul, will be another significant milestone for the Maybach brand.' He stated, 'This is a top-notch offline retail space that can be compared to flagship stores of famous luxury brands in the fashion industry, perfectly representing the architectural aesthetics, high-quality customer service, and luxurious design that reflect the value and prestige of the Maybach brand.'
Matthias Beitel, CEO of Mercedes-Benz Korea, stated, 'Since its official launch in the domestic market in 2004, Mercedes-Maybach has been chosen by major leaders, innovative corporations, and figures in the cultural sector who want to profoundly express success and dignity.' He added, 'Thanks to the more than 10,000 customers who have chosen Mercedes-Maybach so far, Korea has established itself as one of the global core markets for the Maybach brand, and I am confident that the Maybach Brand Center Seoul will surpass the expectations of our valued customers.'
The official opening celebration at the Maybach Brand Center Seoul was attended by Ahn Seong-hoon, CEO of HS HYOSUNG, Noh Jae-bong, CEO of HS HYOSUNG THE CLASS, Matthias Gaizen, board member of Mercedes-Benz Group AG and head of marketing & sales, Daniel Lescaux, head of Mercedes-Maybach at Mercedes-Benz Group AG, and Matthias Beitel, CEO of Mercedes-Benz Korea.
The Maybach Brand Center Seoul, operated by HS HYOSUNG THE CLASS, is a standalone five-story building with four above-ground floors and one basement level, covering an area of 2,795 square meters. It is located in the heart of Apgujeong, symbolizing high-end fashion, fine dining, and luxury lifestyle, reflecting the refined elegance and values of the Maybach brand.
The exterior of the Maybach Brand Center Seoul was developed in close collaboration with Gordon Wagner, chief design officer of Mercedes-Benz Group AG, and is inspired by traditional Korean hanbok and hanok. The pleated exterior wall elegantly embodies the flowing curves of hanbok skirts, and the roofline of the columns rising delicately and dynamically towards the corners evokes the eaves of a hanok, completing a harmonious poetic form that encompasses modern architecture and the blue sky. This design reinterprets Korea's traditional design heritage into a contemporary and timeless architectural language.
Inside, a cathedral-like interior, carefully designed to provide an immersive space for Mercedes-Maybach customers, welcomes visitors. On the first floor, there is an exclusive exhibition area for Mercedes-Maybach vehicles and a customer lounge where service reservations can be made. The second floor features a dedicated handover zone for vehicle delivery, while the third floor includes a private salon, Salon Privée, for vehicle consultations and a MANUFAKTUR studio for personalized customization. Additionally, a garden with the concept of 'an oasis in the city' is created in the center of the third floor, offering a tranquil retreat in downtown Seoul along with specialty coffee prepared by a barista. The dedicated service center for Mercedes-Maybach is located in the basement.
Customers visiting the Maybach Brand Center Seoul can enjoy a comprehensive luxury experience that embodies the core values of the Maybach brand in one space. Through designs inspired by traditional Korean architecture and culture, storytelling that spatially expresses Maybach's unique craftsmanship, a private and refined space delicately composed to reflect the customer's status and lifestyle, and customized customer care services at the highest level from product consultation to after-service.
The brand center operates on a reservation basis, with dedicated sales consultants and product specialists assigned to welcome customers upon their visit. Customers are offered exclusive membership services, professional valet parking, signature food & beverage services, and various tailored programs designed specifically for Mercedes-Maybach owners. In addition, all customer requests are identified in advance to minimize wait times and ensure smooth service.
As of 2024, Korea is one of Maybach's top three global markets, alongside China and the United States. Currently, various models of Mercedes-Maybach, including the S-Class, GLS, and EQS SUV, are sold domestically, enhancing the personalized experiences for individuals through a wide range of editions and MANUFAKTUR options that cater to customer preferences. The new brand center will play a pivotal role as a core strategic base for the Maybach brand both in Korea and on a global scale.
To celebrate the opening of the Maybach Brand Center Seoul, Mercedes-Benz Korea unveiled the all-new Mercedes-Maybach SL for the first time in the country. Additionally, the 'Mercedes-Maybach Silver Lining', which will be available in a limited quantity of just 12 units at this brand center, was also presented. Developed with the highest level of personalized options from MANUFAKTUR, this luxurious custom vehicle emphasizes its unique identity with a Silver Lining limited edition badge and silver pinstripes.
The Maybach brand symbolizes cutting-edge technology, refined craftsmanship, and discerning luxury, aiming for 'the best of the best.' This brand has long inspired royalty, world leaders, cultural luminaries, and discerning appraisers.
Prior to the opening of the world's first Maybach Brand Center Seoul, the first Maybach Atelier opened in Shanghai in 2022, and subsequently, Maybach opened dedicated lounges in major cities in various key markets. Recently, new lounges were opened in New York, USA, and Vienna, Austria. With the opening of this brand center, Maybach is poised to showcase another innovation by providing spaces that combine tradition and visionary concepts to meet future demand.
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