Mercedes-Maybach announces the opening of the world’s first Maybach Brand Center
in Seoul. Nestled in the heart of Apgujeong in the Gangnam-gu district, the Brand Center is designed to embody the values and philosophy of the Maybach brand. Operated by one of South Korea’s leading Mercedes-Benz and Mercedes-Maybach official dealers,
HS HYOSUNG THE CLASS, the Maybach Brand Center Seoul stands as an exclusive, standalone five-story building.
Visitors to the Brand Center can enjoy a luxury experience. It is delivered seamlessly in one
location through elegant design inspired by traditional Korean architecture, private and refined spaces crafted for exclusivity and personalized services offering a high level of customer care.
Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, Marketing & Sales, unveiled the Mercedes-Maybach SL 680 Monogram Series for the first time in South Korea. This open-top twoseater is the latest addition to the Mercedes-Maybach model portfolio. Also on display was the exclusively created Mercedes-Maybach Silver Lining Edition – limited to only 12 units for the S-Class, GLS and EQS SUV. To celebrate the over 100-year history and tradition of Maybach, a historic Maybach Zeppelin DS 8 from 1932 was presented.
Developed in collaboration with Mercedes-Benz Chief Design Officer Gorden Wagener, the exterior design seamlessly translates Maybach’s sophisticated luxury brand aesthetic into architecture while also drawing inspiration from Korea’s traditional architecture. The building’s pleated surface mimics the flowing curves of a graceful evening dress, exuding softness and elegance.
The Maybach Brand Center Seoul is one of a few select global flagship locations. It transforms the Maybach driving experience into an architectural marvel. The space represents the most convenient interaction of a car showroom, consultation, handover and hospitality experiences: With permanent car displays, five service bays, a Mercedes-Maybach Sample Studio for holistic configuration and digital installations that showcase the brand’s creator DNA, an interesting brand experience is brought to life.
The Brand Center operates on a reservation-only basis. From the moment a customer enters the building, they are assigned a dedicated sales consultant and product expert for a personalized journey. Exclusive membership services, professional valet parking, signature F&B offerings, and personalized programs are tailored specifically for Maybach owners.
At its core, the Maybach brand stands for cutting-edge technology, exquisite craftsmanship and discerning luxury, driven by the aspiration to create the ‘best of the best’. The brand has long inspired royalty, world leaders, luminaries and connoisseurs. In 2022, the first Maybach Atelier opened in Shanghai. Subsequently, the brand has inaugurated exclusive Maybach Lounges in metropolises in different key markets. Recently, new lounges were opened in New York City and Vienna.
