Gargash is opening its first standalone AMG Store in the UAE, in an exclusive arrangement with Merex Investment, a joint venture between Dubai Holding and Brookfield Asset Management.
By mid 2021, the new AMG Store will open its doors in City Walk. The new format will complement the existing sales network of Gargash Mercedes-Benz showrooms in Dubai, Sharjah and Northern Emirates. Being launched as a hybrid retail concept, the AMG Store will combine three different experiences being offered inside the same facility including a showroom, a boutique and a café. The facility will have an exclusive selection of high-quality lifestyle accessories available from the AMG Shop. The service mix offered will be the first of its kind worldwide and the differentiated offering will allow the AMG brand to attract new customer segments for the brand.
Located on Happiness Street, the AMG Store will present a complete lifestyle experience occupying 743 square metres, offering customers and fans the chance to experience the motorsports DNA of the Affalterbach brand. The showroom will provide an insight into the world of Mercedes-AMG. Specially trained AMG experts will be on hand to provide detailed information and individual guidance.
Speaking about the AMG Store, Shehab M. Gargash, Group MD & CEO of Gargash said, “Gargash has always remained committed to delivering the most optimal and superior customer experience. The launch of our first standalone AMG Store at The City Walk with its unique lifestyle format will be a significant addition to our well-developed UAE network offering an exclusive brand experience to the AMG lovers. The opportunity to experience the AMG vehicle range on the road with a test drive dedicated area, will be the culminating feature of the customer offering and represents the unique selling proposition in this urban setting.”
Shahram Shamsee, CEO, Merex Investment, commented on City Walk’ newest arrival, “Hosting the AMG Store in City Walk is a natural fit with Merex’s commitment to exceptional placemaking, and focus on creating long-term value for Dubai’s residents. Merex Investment applies a collaborative management style and partner-led approach driven by the company’s ‘In it together’ outlook with the aim to enhance experiences together with its tenants, stakeholders and community”
Philipp Schiemer, CEO of Mercedes-AMG GmbH, pointed out “The world’s first AMG Store will be a globally unique and groundbreaking addition to the AMG retail network. We are more than happy to take this strategic step towards our vision of Performance Luxury within our trustful partnership with Gargash by setting a new benchmark for the AMG brand experience in Dubai.”
A wide range of vehicles encompassing the very latest models will be available for test drives and visitors will be able to experience the true fascination of motor racing. The architecture of the upcoming AMG Store builds on the familiar and established design features of the AMG Brand Centres. Reflecting the experience-based focus of the facility, the image of the brand conveyed here is very much oriented towards motorsport and performance luxury, allowing visitors an authentic sense of being part of the “World’s Fastest Family”.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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