Mercedes-Benz is targeting tourists as they stroll down Paris’ Champs Elyseé with an attention grabbing storefront. Inside lies an immersive showcase of the luxury car brand and its products.
The current exhibition “Dream Paris Stars” puts a small selection of legendary Mercedes-Benz models in the spotlight.
Appealing to brand fans and car-enthusiasts, most of the cars are one-offs that have attained a a certain legendary status. This includes the world exclusive viewing of the only street-legal CLK-LM in existence.
A boutique allows visitors to browse and buy a wide range of merchandise, from luggage to pens. Branded clothing can be tried on in front of a mirror proclaiming “You are our most important client”. All signage is written in a variety of international languages creating an inclusive, tourist-centric vibe.
Although none of the cars are for sale, there is a “reception desk” where visitors can view brochures with the assistance of a concierge. All this is displayed over a backdrop of fuschia and silver triangles, which echo the negative space in the Mercedes logo.
Consumer Insights:
In a crowded marketplace (like the Champs-Elysee), consumers are more likely to be drawn to brands who cut through the noise with an element of wow-factor.
Brand Take-away:
With more purchasing moving online, brands are looking for fresh ways to use physical spaces. The Mercedes-Benz Galerie is doing this by creating a retail and events hybrid.
Brought to you by Fitch. FITCH is a global brand and retail design consultancy Bold Thinking, Seamless Experiences
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