Ask yourself a simple question – what is luxury? Then, ask one of your friends or a family member the same. In all likelihood, the responses won’t match. And that’s fine because usually, the “definition of luxury” is different for everyone. But one aspect that’s definitely common among descriptions is undivided attention to one’s needs. The same holds when the uber-rich want a new car. And that is one of the main reasons why Mercedes-Benz decided to open a new range of dealerships exclusively for its luxury arm.
The three-pointed star has opened the world’s first Maybach-exclusive experience centre in Shanghai, one of the most energetic cities in China. The brand calls it Maybach Atelier, and defines it as a venue “for a comprehensive digital and physical luxury experience in retail”. At the launch event, there were three highlight cars – the Mercedes‑Maybach S 680 by Virgil Abloh. One of the standout features of the limousine was the Dolby Atmos and the Burmester high-end 4D Surround Sound System.
Mercedes-Benz says that it will open more Maybach Ateliers and other Maybach-exclusive retail formats around the world. With the Shanghai outlet live, others will come up in key markets over the coming years through 2030. The idea behind this push is simple – letting people know the kind of effort that goes through in each Maybach that Mercedes-Benz makes. Here, check out some of the photographs of the Maybach Atelier.
