Gargash is set to open the world’s first and only standalone AMG Store in the UAE, by mid-2021, at City Walk, in an exclusive arrangement with Merex Investment – the operator of City Walk. Located on Happiness Street, and occupying 743 square metres, the AMG Store will present a hybrid retail concept, combining three different experiences under one roof – a showroom, a boutique and a café.
The facility will have an exclusive selection of high-quality lifestyle accessories available from the AMG Shop. The service mix offered will be the first of its kind worldwide with a differentiated offering that will allow the AMG brand to attract new customer segments for the brand.
Specially trained AMG experts will be on hand to provide detailed information and individual guidance. The new format will complement the existing sales network of Gargash Mercedes-Benz showrooms in Dubai, Sharjah and Northern Emirates. Therefore, a wide range of vehicles encompassing the very latest models will be available for test drives and visitors will be able to experience the true fascination of motor racing.
Speaking about the AMG Store, Shehab M. Gargash, Group MD & CEO of Gargash said, “Gargash has always remained committed to delivering the most optimal and superior customer experience. The launch of our first standalone AMG Store at The City Walk with its unique lifestyle format will be a significant addition to our well-developed UAE network offering an exclusive brand experience to the AMG lovers. The opportunity to experience the AMG vehicle range on the road with a test drive dedicated area, will be the culminating feature of the customer offering and represents the unique selling proposition in this urban setting.”
Commenting on City Walk’s newest arrival, Shahram Shamsee, CEO of Merex Investment, said: “Hosting the AMG Store in City Walk is a natural fit with Merex’s commitment to exceptional placemaking, and focus on creating long-term value for Dubai’s residents. Merex Investment applies a collaborative management style and a partner-led approach driven by the company’s ‘In it together’ outlook with the aim to enhance experiences together with its tenants, stakeholders and community.”
Philipp Schiemer, CEO of Mercedes-AMG GmbH, pointed out: “the world’s first AMG Store will be a globally unique and groundbreaking addition to the AMG retail network. We are more than happy to take this strategic step towards our vision of Performance Luxury within our trustful partnership with Gargash by setting a new benchmark for the AMG brand experience in Dubai.”
The architecture of the upcoming AMG Store builds on the familiar and established design features of the AMG Brand Centres, while also integrating a series of individual elements that emphasise the unique character of the format. Reflecting the experience-based focus of the facility, the image of the brand conveyed here is very much oriented towards motorsport and performance luxury, allowing visitors an authentic sense of being part of the “World’s Fastest Family.”