COFFEE is now served at the newest Mercedes-Benz showroom during the day but at night the concept store at the foot of Melbourne’s Rialto Towers will become a lifestyle showcase that reflects the aspirations of the brand’s customers.

Opened this week, the Mercedes me store Melbourne is the brand’s seventh concept store in the world designed and promoted as “a unique new space where café culture meets Mercedes-Benz lifestyle”.

Though the seven global stores are similar in the purpose of using lifestyle experiences to link with the Mercedes car brand, each has a different style, design and theme.

The new Australian store, at the corner of King and Collins Streets, was designed by Melbourne-based architects Jackson Clement Burrows which is responsible for an extensive list of projects including most of the newer Monash University developments, the Cullen Hotel, St Kilda foreshore and harbour, and the St Ali Cafe at Monash Clayton.

The premium coffee business, St Ali, is partnering with Mercedes in the new store.The premium coffee business, St Ali, is partnering with Mercedes in the new store.

Mercedes-Benz Australia/Pacific CEO and managing director Horst von Sanden said the store would attract a younger demographic “and those keen to experience the Mercedes-Benz lifestyle”.

“The goal of the Mercedes me stores globally is to enable people to experience the Mercedes-Benz brand in a casual and relaxed setting,” he said.

“This is not the automotive world as we know it.”

The evening change of pace to celebrate events and artisans includes a “Meet the Maker” showcase that includes the work of iconic Melburnians – for example, a milliner, a watchmaker or even a boutique gin distillery – who can present their wares and their creative process to visitors.

 

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It will also interact with existing Mercedes-Benz partnerships such as the National Gallery of Victoria, the Australian Grand Prix and Mercedes-Benz Fashion Week Australia.

In the store, the wall of cars in The Garage on the ground floor feature details of some of the most popular models over the past 130 years. Visitors can also check out books in The Library. Mercedes me store Melbourne general manager Simon Johnson said it also opens the car brand up to people who may not have previously considered its vehicles.

“It’s not a merchandise store or a dealership but an entirely new experience in Australia,” he said.

“Working with St Ali as our hospitality partner for this venture is a match made in Melbourne.”

The coffee company, which has been a brand partner with Mercedes-Benz for many years, has worked with the car-maker to create a one-off coffee roaster using patented technology and parts from Mercedes vehicles.

 

Mr Johnson said this special roaster will create new coffee blends that have a nod to various Mercedes-Benz models. “For example, the AMG Blend is specifically brewed for espresso drinkers so it’s roasted with maximum performance in mind,” he said.

“The S Blend, the flagship roast, has a smooth, sophisticated taste profile, while the A Blend is light, bright and goes down easy, but it still packs a punch.”

Daimler AG board member Ola Kallenius this year opened a Mercedes me store in Beijing that spreads over two floors and covers 2400 square metres.

Since the first Mercedes me store opened in Hamburg in 2014, it has been followed by outlets in Milan, Tokyo, Hong Kong, Moscow and Beijing.

The Rialto’s 8000 square metre redevelopment comprises five storeys that encase the frontage along Collins Street and King Street.

By Neil Dowling