Gargash Group Unveils State-of-the-Art Mercedes-Benz Brand Center in Dubai

The Brand Center stands out as a global beacon, reflecting an evolving 66-year association between Gargash and Mercedes-Benz

Reinforcing Dubai’s status as a pivotal hub for creativity and innovation, Gargash Group, a leading business enterprise in the UAE, is proud to announce the unveiling of the Mercedes-Benz Brand Center. Nestled in the heart of Dubai Design District, this new center stands out as a global beacon, embodying Gargash Group’s steadfast commitment to setting industry standards, aligning with the UAE’s vision, and shaping the future of the luxury retail experience.

"At Gargash Group, we've always built our legacy on trust, service excellence, and a forward-thinking mindset. Our relentless focus on creating exceptional experiences is not just reshaping how business operates, but it also aligns seamlessly with the UAE's visionary goals for the future,” said Mr. Samir Gargash, Chairman of Gargash Group.

“The newly unveiled Mercedes-Benz Brand Center perfectly aligns with this vision. It signifies a momentous milestone for both Gargash Group and the automotive sector on a grand scale. It's not just a step forward for our brand; it signifies a bold leap into a future where customer experiences and brand interactions redefine the norm, further propelling our growth and leadership as a business and a group," Mr. Samir Gargash added.

“Mercedes-Benz focuses on elevating customer experiences. Through a blend of traditional engagement and innovative concepts, we aim to exceed the expectations of our customers. The Mercedes-Benz Brand Center in Dubai embodies this approach and aligns seamlessly with our ambition to deliver unforgettable brand moments. We're excited to stand alongside our partners at the Gargash Group, witnessing this significant milestone for the region.” Britta Seeger, Member of the Board of Management of Mercedes-Benz Group AG. Marketing & Sales

Best of Mercedes-Benz - All Under One Roof

The interior of the Mercedes-Benz Brand Center is a testament to elegance and high-quality simplicity. Taking visitors further into the world of exclusivity, the Brand Center houses a section of the unique line of Maybach cars, offering a sanctuary of bespoke luxury that’s tailored for the discerning few. Complemented by ‘The Maybach Lounge’, an exclusive pavilion marked by curved glass windows offers a 360-degree experience to delve into personalized options from luxury finishes to bespoke customization options. Adjacent to this is a dedicated space showcasing high-performance Mercedes-AMG models. Forming a unique backdrop at the Brand Center is “The Car Wall”, a stacker system that serves as a 76-car display, offering an extraordinary spectacle of automotive artistry and excellence.

Experience at the Brand Center goes even further, it also houses the region’s first unrivalled off-road driving adventure, with an upcoming academy that allows off-road enthusiasts to learn and test the capabilities of Mercedes-Benz SUVs on an engineered simulated track featuring extreme terrain conditions. It epitomizes the thrilling essence of Mercedes-Benz's engineering prowess.

Societal Connectivity

The Mercedes-Benz Brand Center is designed to foster creativity and ambition among its clientele and the diverse artistic and business communities in the city. At its core, is a “Town Square” which hosts a variety of activities including exhibitions, seminars, entertainment, and the arts. Visitors will embark on an unparalleled experiential journey and engage through a thoughtfully curated seasonal program that integrates events around lifestyle, design, arts, culture, technology, and automobiles, all under one roof.

The space is set to redefine traditional retail concepts and encourage individuals to discover an aspirational hub that not only celebrates excellence but also showcases emerging local talents and brands. This reinforces its role as a unique collaborative platform.

Amidst this bold symphony of design, lies the AMG Kaffeehaus, a café offering a tranquil retreat for visitors. For car fanatics, a merchandise shop features a curated selection of exclusive items, ranging from luxury apparel and accessories to limited-edition collectibles.

Kinder to our Planet

Sustainability is a paramount focus. Solar panels supply 25% of the facility's electricity. Landscaping with indigenous and drought-tolerant plants, aligning with the local climate and minimizing irrigation needs, emphasizes a commitment to environmental responsibility. Additionally, the Brand Center showcases the next generation of all-electric Mercedes-Benz EQ models, blending sustainability with luxury. To complement the all-electric range are 15 on-premises charging stations, of which 4 have rapid charging capabilities able to fully charge vehicles in around 30 minutes.

Design Philosophy

Designed with meticulous attention to detail, this project features captivating architecture, it is a collaborative approach between Mercedes-Benz Brand Design, Heller Studios, Binchy & Binchy, together with Macintyre Asset Management.

“The design of the Mercedes-Benz Brand Center in Dubai was inspired by the brand's core values—innovation, sophistication, and timeless elegance, combining sensual curves and precision engineering to reflect ‘sensual purity’,” said Marcel Heller, Director of Heller Studios.

“Each element was meticulously crafted to create a seamless blend of architecture, art, and automotive excellence," said Jennie Binchy, Director, Binchy & Binchy.

The elegant ambiance is enhanced by a central event space, surrounded by a shaded courtyard and reflective pool. This cutting-edge facility welcomes visitors with a rotating display of exclusive Mercedes-Benz cars, including unique-edition collections, catering to car enthusiasts. Moreover, the Brand Center’s design incorporates honest materials and a light palette, blending global brand standards with local culture and climatic elements.

In essence, the Mercedes-Benz Brand Center redefines the boundaries of luxury automotive retail, seamlessly blending craftsmanship and unmatched experiences. “We set out to fuse our business with our commitment to the community. I am proud of what the Mercedes-Benz Brand Center represents in this regard” said Mr Shehab Gargash Managing Director & Group CEO of Gargash Group.

On an ongoing basis, visitors can look forward to a series of activations that cover areas of education, entertainment, industry-trending topics, and arts & culture, further solidifying it as a hub for creativity and innovation.

- End –

About Mercedes-Benz Brand Center Dubai

The Mercedes-Benz Brand Center, located in the heart of Dubai Design District, stands as a testament to Gargash Group's unwavering commitment to innovation, excellence, and luxury in the automotive industry.

More than just an auto-gallery the Brand Center redefines automotive retail by offering a one-of-a-kind experiential journey that blends art, design, technology, and culinary delights.

Housing the prestigious AMG Kaffeehaus and featuring state-of-the-art facilities, interactive displays, and a unique off-road driving experience, the Brand Center serves as a hub for cultivating new ideas and experiences. With its sustainable architectural design, including solar panels and eco-friendly practices, the facility sets a new benchmark for luxury and environmental stewardship.

As a collaborative platform, the Brand Center invites brands from various sectors to engage in innovative collaborations, further solidifying its position as an international landmark in design and automotive excellence.

About Gargash Group

Established in 1918, Gargash Group is one of the UAE’s leading business enterprises. Today, the group comprises a family of internationally renowned brands operating across four verticals: automotive, real estate, financial services and F&B. It is recognized for its global expertise and deep understanding of local markets, which has enabled the group to deliver integrated, innovative and competitive services. The group has introduced leading global automotive brands into the UAE, including Mercedes-Benz, Alfa Romeo, GAC MOTOR, SIXT Rent Car, SIXT Leasing & SIXT Limousine. Since 1998, Gargash Group’s financial services arm, Daman Investments, has provided advisory, asset management, brokerage, and wealth management services in the UAE. Gargash Real Estate develops and manages high-quality residential, commercial, and industrial properties across the country. The group’s brands also include several leading restaurants and hotels in some of Dubai’s most popular destinations.