April 20, 2024

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[THE INVESTOR] Han Sung Motor, the largest official Mercedes-Benz dealer in Korea, has launched the world’s first digital showroom for the German luxury carmaker in Seoul. 

Located in the heart of Seoul’s Cheongdam-dong, Mercedes-Benz Cheongdam Showroom officially opened this month, spanning four floors from the basement to the third floor and occupying 2,659 square meters.

 

The Mercedes-Benz Cheongdam Showroom. Han Sung Motor

Using high-tech equipment, the digital showroom offers a chance to experience the diversity of the Mercedes-Benz marque. Customers, for instance, will soon be able to see cars of their choice on display on floor-to-ceiling OLED screens that are linked to an iPad where they can configure the car with options ranging from interior and color schemes to specifications.

“The Mercedes-Benz Cheongdam Showroom entails the futuristic showroom concept that Daimler AG is pursuing,” said Oh Dong-hyun, branch manager of the Cheongdam showroom at the press viewing on Nov. 21. “By combining consumer-friendly interior design and the latest media technology, we hope to offer a new digital experience.” In line with the vision, all sales will also be completed on an iPad.

The Cheongdam venue is the first of its kind that fully incorporates the German carmaker’s vision for future showrooms defined by full-on digitalization, state-of-the-art architecture and high-tech sales procedures. 

Inside, the showroom is decorated in classic black. Car display zones have been erected on stone floors resembling asphalt roads to create an illusion of being on the road. 

The customer space, on the other hand, is more about comfort. It sports sleek wooden floors and low-level lighting. On a wide screen made up of 18 OLED screens, Mercedes-Benz content provided by the German headquarters is displayed. 

The first floor of the Mercedes-Benz Cheongdam Showroom

Visitors can also take a break from car shopping at the Mercedes Cafe by Hansung on the first floor, which offers coffee, tea, juice, cake and sandwiches. Customized coffee, such as the Blend-M named for Mercedes and Blend-H for Han Sung, are available. 

The second floor is reserved for performance-focused AMG vehicles. Eight AMG models are on display, as well as two spacious consulting areas. At the showroom’s planned Sound Counter, visitors will be able to experience the signature roar of the AMG engine.

 

The AMG Performance Center on the second floor of the Mercedes-Benz Cheongdam Showroom

On the third floor, Mercedes’ top-of-the-line S-Class and Mercedes-Maybach vehicles stand in a gallery-like space. A total of six vehicles are on display, with a VIP lounge and a screen that allows consumers to test and configure the color, specifications and materials of their choice.

In the basement floor is a high-tech delivery zone, which can simultaneously deliver up to six cars. A product expert helps customers with the final delivery. 

By Ahn Sung-mi (sahn@heraldcorp.com)