World's First Maybach Brand Center Embraced by Seoul..."Korea Understands Luxury Well"

[Financial News] "For Maybach, Korea is the most important market. Beyond deep affection and interest, Maybach holds deep respect for Korea." (Mathias Beitl, CEO of Mercedes-Benz Korea)
The 'Maybach Brand Center', the top brand of Mercedes-Benz, officially opened on the 14th in Apgujeong, Gangnam, Seoul, for the first time in the world. It is a space solely for Maybach, aiming to provide experiences beyond the brand philosophy and vehicles of Maybach. Although Korea, the United States, and China are the top three global markets for Maybach, the growth in Korea is remarkable, leading Maybach to choose Korea as the location for the world's first brand center.





The Maybach Brand Center is designed as a space offering 'the ultimate luxury tailored experience' with a total floor area of 2795㎡ (about 846 pyeong) over 4 floors above ground and 1 basement level.
The building's exterior was designed by Gordon Wagner, Chief Design Officer of Mercedes-Benz Group AG, inspired by traditional Korean clothing and architectural styles. It features soft curved outer walls resembling the pleats of a Hanbok skirt and pillar lines reminiscent of eaves. It showcases the unique spatial flexibility of Maybach, where Germany's top luxury harmonizes with Korea's traditional beauty.
Beitl, CEO of Mercedes-Benz Korea, emphasized, "Korea possesses high-level dignity and craftsmanship," adding, "The brand center is also a sincere expression of gratitude towards Korea."



The interior design was inspired by cathedrals, allowing visitors to immerse themselves in Maybach within a grand space. The harmonious combination of soft suede chairs and wood allows one to fully experience Maybach's interior.
The first floor houses a dedicated exhibition space for Mercedes-Maybach vehicles, along with a lounge for reserved customers, showcasing its characteristics as a brand house rather than a simple showroom. On the second floor, there is a 'handover zone' for vehicle delivery, and on the third floor, a private consultation space 'Salon Privé' is prepared for customers. Next to it is the 'Manufaktur' studio, where customers can choose their customized Maybach specifications, from exterior colors to interior materials.
In the center of the third floor, a garden with the concept of an 'oasis in the city' is created, where consultations can be held alongside specialty coffee provided by a barista. The basement level includes a dedicated service center for Maybach. The entire brand process, from vehicle purchase, delivery, specification coordination, to maintenance, is integrated into one building.


The reason Mercedes-Benz opened the Maybach Brand Center in Seoul first in the world is due to the significant growth of Maybach in the Korean market. Sales increased from 795 units in 2021, 1961 units in 2022, to 2595 units in 2023. Although demand decreased in 2024 due to the global economic downturn and exchange rate impact, Korea remains one of the top three global markets for Mercedes-Benz's top-end products, including Maybach, alongside China and the United States.
Mathias Geisen, Head of Marketing and Sales at Mercedes-Benz Group, stated, "Korea is very important as one of the top three markets for Benz top-end vehicles," adding, "The values of Korea, which possesses both tradition and innovation, align with Maybach, leading to the selection of Seoul as the location for the world's first Maybach brand center."
Beitl added, "Maybach has been chosen by leaders, innovators, and cultural figures who wish to express success and dignity," emphasizing, "With over 10,000 customers choosing Maybach, Korea is a key market for the brand, and this brand center will provide a personalized experience of ultimate luxury beyond space."
To commemorate the center's opening, Mercedes-Benz Korea unveiled 'The All-New Mercedes-Maybach SL' for the first time in Korea. Additionally, the 'Mercedes-Maybach Silver Lining', limited to only 12 units sold exclusively here, was also showcased. security@fnnews.com Park Kyung-ho Kim Hak-jae Reporter