World’s first exclusive AMG store opens in Dubai
The world’s first AMG store opens in Dubai, providing a performance-luxury & lifestyle experience.
Some 54 years ago in a small town of Burgstall near Stuttgart, two Mercedes engineers – Aufrecht and Melcher would leave their daytime job and work on a performance racing engine in the night. Their fuel-filled passion opened the doors of a small shop of Engine Production and Development Limited called AMG. Together with joining the forces with Mercedes Benz, they went to produce the most iconic cars the world has ever seen.
Today gone are the smells of petrol and racing oil, it’s been replaced with the smell of freshly baked bread and the aroma of rich coffee. Here in Dubai’s fashion precinct – City walk, Mercedes-AMG opens the doors for its customers to the world’s first exclusive AMG store. The hybrid retail concept store in City Walk will include a showroom, a boutique, and F&B setting a new benchmark for AMG. AMG Store with its unique lifestyle format is a significant addition to Gargash’s well-developed network offering in Dubai and the Northern Emirates.
The AMG store features a showroom, boutique, and F&B where enthusiasts can test drive a broad range of the latest top-end Mercedes-AMG models, purchase an exclusive selection of high-quality lifestyle accessories, and enjoy its signature F&B offering including the premier AMG Kaffeehaus. The architecture of the newly launched AMG Store extends beyond the familiar and established design features of the AMG Brand Centres by introducing a series of individual elements that emphasise the unique character of the format.
To mark the opening, a media preview event was held earlier today which is being followed up with a VIP inauguration ceremony at the premises in the evening. In addition to this, a large convoy of AMG vehicles will travel through Sheikh Zayed Road and take over the main streets of City Walk tomorrow. The two-day celebrations are being attended by VIP guests, AMG customers, high-end influencers from Dubai, and celebrities including the globally recognized former F1 driver David Coulthard.
Shehab M. Gargash, MD & Group CEO of Gargash Group, said: “The opening of the World’s first AMG Store in Dubai highlights the strong relationship between Gargash and Mercedes-AMG. The launch of our first standalone AMG Store with its unique lifestyle format is a significant addition to our well-developed UAE network offering an exclusive brand experience to AMG lovers.”
Matthias Lührs, Head – Region Overseas of Mercedes-Benz Cars said: “The opening of the new AMG Store is a fundamental step forward into the future of performance luxury, which is what Mercedes-AMG stands for. With this store, we are proud to further reinforce our long-standing partnership with Gargash Group, which has been strong allies in our Middle Eastern success. This opening helps us expand our well-developed network in the UAE even further, not only offering an exclusive brand experience to AMG lovers but also helping customers closely interact with our top-end line-ups, to further reinstate Mercedes-Benz’s position as the world’s leading luxury car manufacturer.”
Kay Pagenkopf, Head of Retail and Brand Strategy & Brand Experience, Mercedes-AMG GmbH, said: “Mercedes-AMG stands for performance luxury at its best, and the new AMG Store is a remarkable representation of that offering. We are grateful to our partners Gargash Group for committing to this vision and bringing it to life. The store sets a new benchmark for our product and brand experience to ensure future growth and competitiveness while making our top-end lineup more accessible to a wider audience. It combines performance and luxury together in an entirely new and holistic experience of both the product and brand for our customers.”
Open from Sunday to Saturday from 10 AM – 9 PM, visitors will be able to experience the true fascination of motor racing and an authentic sense of being part of the ‘World’s Fastest Family’ at the store, which shares a vibrant location with major attractions in the emirate. The new format will complement the existing sales network of Gargash Mercedes-Benz showrooms in Dubai, Sharjah, and the Northern Emirates.