‘Maybach Brand Center’ in Seoul to offer a bespoke retail experience
London, July 15, 2025 , (Oilandgaspress) –––Mercedes‑Maybach announces the grand opening of the world’s first Maybach Brand Center in Seoul. Nestled in the heart of Apgujeong in the Gangnam-gu district — Seoul’s premier luxury retail district — the Brand Center is designed to embody the values and philosophy of the Maybach brand and marks another significant milestone in the brand’s commitment to delivering a bespoke and immersive customer experience.
Operated by one of South Korea’s leading Mercedes‑Benz and Mercedes‑Maybach official dealers, HS HYOSUNG THE CLASS, the Maybach Brand Center Seoul stands as an exclusive, standalone five-story building (four floors above ground and one basement level), with a total floor area of 2,795 square meters. Visitors to the Brand Center can enjoy a comprehensive luxury experience. It is delivered seamlessly in one location through elegant design inspired by traditional Korean architecture, private and refined spaces crafted for exclusivity and personalized services offering the highest level of customer care.
To commemorate the opening, investors, select press and VIP customers were invited. Mathias Geisen, Member of the Board of Management of Mercedes‑Benz Group AG, Marketing & Sales, unveiled the Mercedes‑Maybach SL 680 Monogram Series (combined energy consumption: 13.6 l/100 km | combined CO2 emissions: 309 g/km | CO2 class: G)[1] for the first time in South Korea. This sporty and elegant open-top two-seater is the latest addition to the Mercedes‑Maybach model portfolio. Also on display was the exclusively created edition Mercedes‑Maybach Silver Lining – limited to only 12 units for the S‑Class, GLS and EQS SUV. Based on the Night Series, this MANUFAKTUR edition features obsidian black metallic paint and a delicate pinstripe in hightech silver metallic. Each vehicle is adorned with a special edition badge and comes with an elegant key gift box. To celebrate the over 100-year history and tradition of Maybach, a historic Maybach Zeppelin DS 8 from 1932 was presented.
Timeless design inspired by traditional Korean architecture
Developed in close collaboration with Mercedes‑Benz Chief Design Officer Gorden Wagener, the exterior design seamlessly translates Maybach’s sophisticated luxury brand aesthetic into architecture while also drawing inspiration from Korea’s traditional architecture. The building’s pleated surface mimics the flowing curves of a graceful evening dress, exuding softness and elegance. The dynamic roofline enhances the harmonious fusion of contemporary architecture and traditional Korean design.
Reflecting the elongated proportions and spacious interiors of Maybach vehicles, the Brand Center’s expansive rooms, high ceilings and open layouts convey a sense of extravagance. Visitors are welcomed into a cathedral-like interior designed to offer an immersive space tailored for Maybach customers.
The first floor features a dedicated display area for Mercedes‑Maybach vehicles and a customer lounge for service appointments. The second floor houses a dedicated Handover Zone, VIP entrance and valet drop-off. On the third floor, customers can consult on vehicles in an exclusive Salon Privée, alongside a MANUFAKTUR studio for bespoke customization. A distinctive garden at the heart of this floor creates an “oasis in the city” ambiance, offering visitors a tranquil escape amidst the bustling city of Seoul. Also on the third floor, a barista serves exquisite coffee specialties. The basement level includes a workshop exclusively for Mercedes‑Maybach and Mercedes‑Benz S‑Class service operations.
Both the exterior and interior design exude a timeless yet classic elegance, showcasing impeccable craftsmanship and attention to detail. The integration of high-quality materials and handcrafted finishes is essential in creating an extraordinary experience of luxury and exclusivity.
The Brand Center operates on a reservation-only basis. From the moment a customer enters the building, they are assigned a dedicated sales consultant and product expert for a personalized journey. Exclusive membership services, professional valet parking, signature F&B offerings, and personalized programs are tailored specifically for Maybach owners. A dedicated call center exclusively for Maybach Brand Center members is also operated. When a service appointment is scheduled, customer needs are clearly identified in advance and shared with the assigned service advisor to ensure a seamless experience.
Expanding the global sales network
At its core, the Maybach brand stands for cutting-edge technology, exquisite craftsmanship and discerning luxury, driven by the aspiration to create the ‘best of the best’. The brand has long inspired royalty, world leaders, luminaries and connoisseurs. In 2022, the first Maybach Atelier opened in Shanghai. Subsequently, the brand has successfully inaugurated exclusive Maybach Lounges in metropolises in different key markets. Recently, new lounges were opened in New York City and Vienna. Now, through the Maybach Brand Center in Seoul, there is another dedicated format and space showcasing how Maybach continues to innovate by combining tradition with visionary concepts to meet future demands.
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