Mercedes-Benz Bulgaria Plovdiv

Designed by the Boytorun Team of architects and interior architects led by Architect Semih Boytorun, the Mercedes-Benz Bulgaria Plovdiv Showroom has been reinterpreted as a contemporary space that goes beyond the conventional automotive display concept, integrating user experience, digital transformation, and the brand’s distinctive lifestyle within a cohesive architectural framework. Covering a total area of 656 sqm, the project is conceived not merely as a vehicle exhibition space, but as an experience-oriented destination that establishes a strong connection between the brand and its visitors.

As part of the transformation project, the building’s existing structural shell was preserved, while the facade was redesigned to strongly reflect Mercedes-Benz’s corporate identity in the exterior. Located adjacent to a different automotive brand, the building was clearly distinguished through its unique facade language, emphasizing the brand’s strong, minimalist, and contemporary character. The interior spaces were completely reconfigured in accordance with the spatial requirements of Mercedes-Benz’s global MAR20X concept. Planned with an intuitive circulation strategy, the interior layout aims to provide a comfortable, fluid, and user-friendly visitor experience.
In line with the MAR20X concept and the approach of “enhancing the customer experience at every touchpoint,” Boytorun Architecture structured the customer journey within the showroom in a gradual sequence that supports the stages of information, discovery, interaction, and purchase. Through digital media surfaces, interactive screens, configuration areas, and media walls, visitors are transformed from passive observers into active participants engaging directly with the brand.

By integrating digital technologies and media, a transparent and powerful communication environment was created, making Mercedes-Benz’s vision of innovation and sustainability an integral part of the spatial experience. Throughout the transformation process, while respecting the areas of the existing building that required preservation, ergonomic, comfortable, and functional workspaces for employees, sales consultants, and managers were also incorporated as part of the new concept.

Material selections, color palette, and lighting design reflect a modern, minimalist, and timeless aesthetic, while MAR20X corporate identity standards were holistically integrated across all surfaces and furnishings. This comprehensive approach ensures both brand consistency and spatial continuity throughout the showroom.

Credits:
Project Name: Mercedes-Benz Bulgaria Plovdiv
Project Type: Showroom – Transformation Project
Completion Year: 2025
Project Area: 656 sqm
Location: Bulgaria