This holiday season, Mercedes-Benz has opened its doors for a short time to bring a new interactive concept retail to Toronto.
Located at 100 Bloor Street West in Toronto’s Bloor-Yorkville Neighbourhood, Mercedes-Benz has opened a luxury space with Maison Mercedes spanning 8,000 square feet. The storefront, once occupied by a Pottery Barn store, recently opened and is only open until December 24th.
“We built Maison Mercedes to immerse guests in the incomparable world of Mercedes-Benz luxury while highlighting three of our key specialty brands: Mercedes-Maybach, Mercedes-AMG, and G-Class. We are proud that Maison Mercedes brings together the world’s most desirable cars, Canadian fashion, and luxury retail under one roof,” says Nikhil Ondhia, the Vice President, Brand Marketing, and Digital Experience for Mercedes-Benz.
“Like a runway presentation by any tradition-rich fashion house, Maison Mercedes aims to transport its guests to another world; in our case, a luxurious world that is unmistakably Mercedes-Benz. Luxury has always been at the core of the Mercedes-Benz. With Maison Mercedes, we are inviting visitors to experience a sensorial exhibition of luxury, while interacting with the world’s most desirable cars this holiday season. Interactive Experience.”
Maison Mercedes is featuring two interactive areas: the Haute Universe and the MANUFAKTUR Marketplace. The Haute Universe, inspired by the Mercedes-Maybach, is a “luxurious, dreamy, sensational world where minimalism feels like maximalism through the use of otherworldly shapes, textures, and colours.”
The centrepiece for the Haute Universe can be viewed from the Maison Mercedes display window and is the Concept Mercedes-Maybach Voiture. The Haute Universe includes the Mercedes-Maybach S 580 Sedan where guests are allowed to get up close and experience the luxury car. There will also be a trained retail staff to provide a guided tour of the Mercedes-Maybach S 580.
In addition to the car, the space has a Dolby Atmos interactive installation, giving customers an immersive feel and audio experience – Dolby Atmos, as of 2022, will be in all Mercedes-Maybach models. “In the Mercedes-Maybach S-Class Sedan, 31 speakers, two amplifiers, and eight sound transducers place sound directionally in space, creating a 360-degree immersive listening experience.”
“It features striking, fashion-inspired colour and material combinations reminiscent of the world of haute couture. The Concept Mercedes-Maybach Haute Voiture is making its Canadian debut within the Haute Universe. Maison Mercedes is not only a brand experience but a destination for retail luxury and the Haute Universe features selections from the Mercedes-Maybach Icons of Luxury collection and Canadian brands SENTALER, MAS, Hestia Jewels, and Alan Anderson.”
The second interactive space, MANUFAKTUR, is connected to the Haute Universe where guests can walk through an LED-lit tunnel where it offers a different experience. The MANUFAKTUR showcases the G-Class and Mercedes-AMG where customers have the option to customize their vehicles and decide on over a million interior and exterior options. The program is inspired by the new MANUFAKTUR program from Mercedes-Benz, creating the option to make the vehicle more personalized to what the customer wants.
The MANUFAKTUR Marketplace
Mercedes-Benz is mixing luxury cars with luxury retail offerings. While customers are taking a look at cars, they can also shop.
The space includes items from Mercedes-Benz and fashion brands such as Varsity Atelier and Luxury, Espelma Candles, Bankg & Olufsen, Cocobaby Silk Scarves, Jeffrey Levinson, Sarah Abaza, Sully & Son Co., Luxton, Thomasine, and the Toronto-based Mellis Chocolate.
One product that can be found is Varsity headwear, a Norwegian luxury brand, where costumes can continue the customization theme from their cars to deciding on details on their caps.
“Guests can choose from a range of premium and sustainable fabrics, rich colours, and unique fits. They will also be able to add a final touch of personalization at the diamond engraving station. The MANUFAKTUR Marketplace reminds us that fashion isn’t just about design, it is about elevating every detail to reflect a personal style. Customization, personalization, and self-expression are the core values and everyone is encouraged to be their own icon of Unique.”
Maison Mercedes has also partnered with the Canadian Arts and Fashion Awards to showcase Canadian design and for customers to shop Canadian brands such as SENTALER, Luxton, Sally & Son Co., Alan Womenswear Designer of the Year award, and LECAVALIER in the Maison Mercedes space.
“The relationship with CAFA helped us enrich our luxury retail offering at Maison Mercedes. To celebrate the opening of Maison Mercedes, Mercedes-Benz teamed up with CAFA to invite the Canadian fashion community into the space to enjoy a panel discussion that explored the relationship between a designer’s vision and an artisan’s craftsmanship in the pursuit to create luxurious rarities – whether that’s couture pieces of beautiful vehicles.
“We have seen consumers choosing Maison Mercedes this holiday season as a destination to explore the Canadian brands represented in the retail offering. Visitors will be transported to a luxurious world that surrounds them with the world’s most desirable cars, interactive installations, and lets them shop fashion and design brands from Canada and around the world.”
Related Retail Insider Articles
Additional Images from Maison Mercedes