Mercedes-Benz will open its first Australian boutique showroom in the Brisbane CBD in August

IN an Australian first, Mercedes-Benz will open its first boutique showroom in Brisbane’s CBD, allowing city workers to buy merchandise, book test drives and take their own cars in for a service.

An artist's impression of Mercedes-Benz first Australian boutique retail offering in the heart of Brisbane’s Golden Triangle district at 300 Adelaide St.

IN an Australian first, Mercedes-Benz will open its first boutique showroom in mid-August in the heart of Brisbane’s Golden Triangle district.

Located at 300 Queen St, Mercedes-Benz Brisbane has designed the new concept with the customer in mind, offering a range of automotive services to those living and working in the CBD.

The Mercedes-Benz Brisbane Boutique will allow consumers to book test drives of the latest vehicles, book their own car in for a service and purchase merchandise.

An artist's impression of Mercedes-Benz first Australian boutique retail offering in the heart of Brisbane’s Golden Triangle district at 300 Adelaide St.

A member of Lei Shing Hong (LSH) Auto Australia Mercedes-Benz Brisbane dealer principal Shane Parkins said bringing this unique concept to the river city 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,” he 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.”

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 feedback and the need for an 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,” he said.

“The way LSH Auto Australia are developing new projects, including our Breakfast Creek development, has this fusion of brand and lifestyle at the heart.

The showroom will be positioned alongside retail partner Motorwagen, a new cafe/restaurant that offers a contemporary dining experience with an emphasis on house-made dishes and best local produce.