MERCEDES ME STORE MILAN | RETAIL DESIGN

The first Mercedes me Store in Italy, in the heart of Milan.

In 2015 we designed the first Mercedes me Store in Italy, inside the Galleria Vittorio Emanuele II in Milan. This project was not simply the opening of a new point of sale, it was the physical translation of a global brand strategy: “Mercedes-Benz 2020 – Best Customer Experience”.

The space before us was one of the most iconic commercial contexts in Italy. The Galleria Vittorio Emanuele II does not forgive mediocrity, every detail must be equal to the place. We accepted the challenge knowing that the project would need to speak simultaneously of luxury, technology and accessibility, without betraying any of the three.

A new way of experiencing the brand

The Mercedes me Store is not a dealership. It does not sell cars. It sells an idea of mobility, a universe of values, a brand experience that goes far beyond the physical product.

The space was conceived as a gateway into the world of Mercedes-Benz, where the real and the virtual merge, where emotion and technology meet. Every element of the project was built to respond to the changing preferences of contemporary customers and reach new targets while maintaining the loyalty of existing ones.

The five experiential areas

The concept unfolds across five experiential areas, each corresponding to a Mercedes me service.

Move me brings together intelligent mobility solutions, including services such as car2go, mytaxi and Mercedes-Benz Rent. The area translates into physical space the idea that Mercedes does not only sell cars but movement solutions for contemporary life.

Connect me is the area dedicated to the Internet of Things applied to the automobile, with assistance, maintenance and remote connectivity services. Here technology becomes tangible, understandable, desirable.

Assist me offers personalised service and dedicated after-sales assistance, translating into physical space the promise of care that the brand makes to its customers.

Finance me gives access to Daimler financial services with personalised proposals, in an environment that makes financial complexity accessible and free of anxiety.

Inspire me is perhaps the most visionary area: a window into Mercedes-Benz research and development, where customers can follow the evolution of ideas and contribute suggestions. It is the area that transforms the customer from buyer to active participant in the brand.

Luxury as total experience

The space allows customers to place themselves at the centre of the Mercedes universe, discovering the new concept of modern luxury, one measured not in optional extras but in intelligence, connectivity and emotion.

The cars on display are not for direct sale. They are objects of contemplation, narrative tools, points of contact between the brand and the people who encounter it. Every technology shown, from shared mobility solutions to assisted driving systems, is presented in the context of a life lived better, not a car purchased.

This is the retail design that excites us most: the kind that transforms a commercial space into a cultural place, where the boundary between experience and purchase dissolves in the most natural way possible.

Click here to see the Making Of video!