AMG Brand Center Beijing

As the first independent brand center of AMG in China, the project adheres to the global concept of AMG to offer exclusive services that integrate car displays, sales, test drives, after-sales services, accessory sales, and themed activities. The eye-striking iconic exterior combines with the car-racing interior space to forge a memorable brand image.

The design concept of the AMG Brand Center Beijing captures the essence of AMG's brand values through its architectural aesthetics. The incorporation of clean lines, a color palette of black, white, and red, a harmonious blend of partial and whole elements, modular building materials, and thoughtfully chosen shapes, materials, colors, lighting, and furniture, has resulted in the creation of a vibrant showroom and racing experience center that exudes vitality and exceptional quality. Unlike traditional car showrooms, this building boasts a unique and eye-catching irregular shape adorned with silver lamella and black honeycomb panels, showcasing the brand's identity in a multitude of ways with its distinctive style. Rather than opting for a typical glass curtain wall, the showroom deliberately minimizes visual transparency on its facade, only revealing glimpses of the highlighted displays through an intriguing "eye" design. This clever approach stimulates curiosity and ignites the desire of customers to explore the entire experience that lies within.

The design team incorporated localized design elements to enhance the overall aesthetics. Lamella materials used in the facade are one of the crucial elements. Although there are reputable foreign manufacturers available, importing materials can be expensive and lead to longer construction periods due to long transportation. To tackle this issue, the design firm collaborated with local dealers, curtain wall design companies, construction contractors, and material manufacturers in China. By combining German standards and domestic production processes, the team carefully determined the size and construction process of the lamella module through extensive deliberations of proportion and simulated arrangements. This meticulous approach resulted in products that met the required quality standards.

The team designed a shop area for items and accessories from the AMG collection, including the finishes, display counter, lighting design, and the addition of a small fitting room, which was highly appreciated by Mercedes-AMG.

To cater to the large number of customers in China, the lounge area was expanded beyond the German standards of Mercedes-AMG. In addition, short-time and long-time waiting areas were divided to enhance the customer experience. The long-time waiting area on the second floor offers entertainment facilities such as racing simulators and VR games, allowing customers to enjoy their time while exploring the showroom.

The launch of the Beijing AMG Brand Center exemplifies the trend that premium automotive brands are establishing retailing facilities in China. Unlike conventional 4S stores, these buildings feature distinct brand characteristics and an iconic style. They are designed with meticulous consideration of spatial layout, circulation, visual impression, interactive experience, materials, devices, and other aspects to ensure high-quality presences. With unified design concepts running through every detail of both the exterior and interior, the project embodies the brand ethos and breaks away from the conventional design approach of branding merely via the brand logo.

Located in Beijing Golden Port International Circuit, it is a 2-story building with a site area of about 4,760m2 and a building area of about 4,831m2, costing about 50 million yuan.

As the first independent brand center of AMG in China, the project adheres to the global concept of AMG to offer exclusive services that integrate car displays, sales, test drives, after-sales services, accessory sales, and themed activities.

Company name: Shanghai DS Architecture & Planning Co., Ltd
Chief designer: Yang Sheng
Design team: Wang Yanwen, He Shuangshuang