Imagine, if you will, a destination hub so inspiring it is poised to revitalise one of the most rapidly developing, yet underrated precincts in Melbourne. Perched on the corner of one of the city’s busiest intersections, at the foot of the soaring Rialto Towers, and spread across two glittering levels of architectural splendour, it is a place where you can enjoy your favourite morning brew, connect with colleagues, revel in the latest in prestige automobile design and meet some of Melbourne’s leading craftspeople.
This is the home of Mercedes me Melbourne. Marrying aspirational lifestyle with innovative café culture, the bespoke venue – the latest of only seven Mercedes me lifestyle concept spaces in the world – is designed to create midtown magic at the intersection of King and Collins streets.
While each Mercedes me store is characterised by a few common aesthetics, they are ultimately designed to reflect the specific tastes and passions of the host city’s culture.
“We want to be a place that people love, and look forward to coming back to,” says Mercedes me general manager, Simon Johnson. “Whether that is just coming in and enjoying that atmosphere, or the great hospitality, or finding out more about the Mercedes-Benz brand.
“The Mercedes me stores around the world are about celebrating each city’s particular culture. Of course, in Melbourne we knew that had to be the city’s famed café culture, and the streetscape itself.
“As well as being a place for fans and customers to enjoy, Mercedes me Melbourne opens up the Mercedes-Benz brand to people who may not have previously considered it. It’s not a merchandise store nor a retail outlet, but an access point to the brand, in what is an entirely new approach in Australia,” Johnson adds.
The concept – designed by architects
Jackson Clements Burrows (JCB) with Mercedes-Benz, in collaboration with hospitality partner
St Ali – is a collision of art, design, performance, innovation, sport and hospitality.
The experiential space is designed by the question, “what would an aspirational home for a Mercedes-Benz owner look like?”. The result is an intimate environment embracing urban living. For this, the architects drew on inspiration from the extensive Mercedes-Benz archival library.
“We were trying to develop a language which we felt would be reflective of the home for Mercedes-Benz,” JCB’s Simon Topliss says. “We found these wonderful images of some of the Mercedes-Benz factories of the ’50s, and these beautiful factory spaces with amazing, fine steelwork. It was spare and minimal … and incredibly ordered.
Mercedes-Benz factories from the past inspired the use of steelwork throughout Mercedes me Melbourne.“It became our inspiration, the driving force behind how we can develop the language of the metalwork, and that became simply articulated in this one gesture that we have repeated, which is the frame. Just taking this one simple idea of the frame, which then becomes the balustrade, which then becomes the lighting frame, and so on. It became this one element we could wrap around the space.”
The materials palette of steelwork, tiles, polished concrete and timber is spare and luxurious – in keeping with the global Mercedes me store aesthetic. But it also speaks to the character of the city, and allows the one simple element to define the architectural vision: the steelwork.
Flexible, innovative space
The design showcases a collection of private and public zones where every space tells a story. Interspersed throughout are nooks and crannies in which to retreat, and public-facing areas that engage with the streetscape.
The Lounge, on the upper level, is a beautiful space to catch up on reading or for quiet discussions.On the ground level, the Living Room is modelled on a luxurious residence, complete with kitchen and comfortable seating. Wrapped around it is the open-air Garden, linking street and venue. The double-sided kitchen, which has a bar servery in front and a chef’s table on the side, is on display as a showcase of St Ali’s renowned coffee and food offerings. “A whole hospitality operation is going on live,” Topliss says. “We didn’t want to hide the kitchen away; we wanted it to be part of the experience.”
The car, naturally, is the centrepiece of the experience. Driven from the back through the Garage, it is framed against a wall of display screens. Although constantly changing, it resides as an object centre-stage; at once part of the “home” but also its undisputed star.
As night falls, the venue transforms into a flexible event space through the use of a simple device – the Veil, a curtain that wraps around the inner-frame. This lends softness to the industrial edges and a flexibility to the environment.
Meanwhile, private booths along the edge of the sculpted stairs lead the way upstairs, where an espresso bar accessible from the Rialto atrium is ideally placed for a grab-and-go coffee. On the floating loft, the Library is an open collaborative space; next to it, on the plinth, private discussions can be held behind the closed doors of the Drawing Room.
The three booths represent land sea and air and give customers an elevated view of the space.
This level's highlight is the Meet the Maker space, showcasing the work of the city's creatives. “It’s designed so someone like a milliner or a bootmaker can show their wares and creative process, and it gives customers an opportunity to get an insight into the craftsmanship and artistry in Melbourne,” Topliss says.
Technology has, of course, been carefully considered and plays a starring, yet discreet, role. Dotted throughout are state-of-the-art multimedia touchpoints: jewellery-like display boxes, giant projection screens and theatre-style lighting.
Mercedes me Melbourne is now open.Words by Miranda Tay