Mercedes Boutique Shoppe set for Brisbane's Adelaide Street
Staff reporterDecember 7, 2020
An Australian first, Mercedes-Benz Brisbane has unveiled plans to open its first boutique Brisbane retail offering
With an opening planned in mid-August, it will be located at 300 Adelaide Street.
Hong Kong’s Lei Shing Hong group is spending $200 million developing the new Mercedes-Benz showrooms.
The Mercedes-Benz Brisbane Boutique will allow consumers to book test drives of the latest Mercedes-Benz vehicles, book their own car in for a service and purchase merchandise.
Mercedes-Benz Brisbane principal, Shane Parkins, said bringing the unique concept will provide a new touchpoint for existing clientele, as well as creating the opportunity for the brand to reach a new customer base.
“We know people are increasingly time-poor, so we want to make life as easy as possible for our clients, and see this as a chance to offer a more convenient, customer-centric service in the easy-to-access heart of Brisbane City,” Mr Parkins said.
“We’re continually looking for new, innovative solutions to promote ease of business for both current and future customers and this concept really hits the nail on the head. We’ve created something unique for the Brisbane market that connects with customers in a local way,” he said.
As well as being inspired by the global network of MercedesMe stores, which have been designed to operate as creative hubs for the public to engage with the brand in a relaxed, non-sales driven environment, the concept was also based on consumer insights and is a demonstration of Mercedes-Benz Brisbane’s agile approach to retail and customer behaviour.
“With the way retail has been evolving and will continue to evolve, we know that consumers want to experience the essence of a brand – not just its products. The way LSH Auto Australia are developing new projects, including our Breakfast Creek development, has this fusion of brand and lifestyle at the heart,” explained Mr Parkins.
The showroom will be positioned alongside retail partner Motorwagen, a new café/restaurant that offers a contemporary dining experience with an emphasis on house-made dishes and best local produce.
Shane Parkins said Lei Shing Hong Auto Australia had three new projects under way: the new CBD boutique, which would open in August, a 32,000 sqm five-level showroom and facility in Brisbane’s inner city Breakfast Creek, plus a 10,000sq m dealership in the outer suburban North Lakes.
“Most people are intimidated by walking into a car dealership,” Parkins said, noting that the Adelaide Street store would refer potential customers to dealerships
The world's largest distributor of Mercedes-Benz, Hong Kong's Lei Shing Hong, hopes to also develop a $290 million office tower on MELBOURNE's Southbank incorporating a state-of-the-art car showroom.
The bold plan to combine an office tower of almost 30,000 square metres with a car showroom is part of a broader trend that has seen upmarket dealerships secure expensive inner-city positions within larger mixed-use projects.