Premiere in Dubai: World’s first AMG Store to open in the UAE

 Gargash Group extends its Mercedes-Benz sales network with a new format that offers luxury and unmatched lifestyle customer experience. It will deliver the Mercedes-AMG brand experience with 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 – an operator of Dubai’s leading lifestyle destinations including City Walk, The Beach and La Mer.

By mid 2021, the new AMG Store will open its doors in City Walk, a leading lifestyle destination in the heart of Dubai sharing a vibrant location with major attractions including the Coca Cola Arena and The Green Planet. 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.

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, while also integrating a series of individual elements that emphasise the unique character of the format.

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“.

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