Wednesday 21 Sep 2011


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A unique car dealership experience is waiting for you at Mercedes-Benz's showroom in Burlington.

Through design, the aim was to realize the client's vision to build a community that people aspire to belong to. In creating a world class experience and flagship dealership for the Burlington / Greater Hamilton, clients are treated more like guests. The clients' experience is enhanced through refined design where the cars are the stars and the level of design details reflects the precision and luxury styling of the brand. Non-traditional amenities are featured such as a café, lounge, spa and concierge. In developing a sense of belonging to the dealership, long-term retailer / client relationships are more likely to develop beyond the initial purchase. There is a designated retail area that sells the brand's accessories and paraphernalia.

The clock tower acts as the central anchor of the showroom, in much of the same way a clock tower is the central feature in a town square. The showroom itself is inspired by vehicle profiles and engineering precision, with sinuous curves and no hard edges. The mezzanine level is enclosed with custom designed fritted glass in a pattern that allows for privacy, yet does not obstruct view from mezzanine level down to showroom. Corian was used to achieve the desired effect. Accent display niches were constructed with high polished burl walnut to reflect the car's richly grained wood interior. Within the café, lounge, customer delivery and spa, durable white quartz is the preferred countertop material.

Conventions were challenged to determine what the true role a Mercedes dealership can play in the community's life. As a testament to the dealership's success at this level, it is used by the community for both private and public functions such as charity events. Longer and more frequent visits have resulted in sales performance figures beyond projections.