Mercedes-Benz Opens World's First 'Maybach Brand Center' in Seoul
Jul 15, 2025
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Maybach Brand Center Seoul, located in Apgujeong, Gangnam-gu, a premium luxury business district in Seoul, embodies the philosophy and values of the Maybach brand. The space, which connects traditional Korean beauty and modern sophistication, will be an important milestone in the Maybach brand's efforts to provide an immersive customized experience to its customers.
Matthias Gaizen, a member of the board of directors of Mercedes-Benz Group AG and general manager of marketing and sales, said, "We have made significant progress in redefining the top-notch customer experience with the opening of the world's first Maybach brand center," adding, "Korea is not only a key market for Mercedes-Benz, but also a place to deeply understand and continuously evolve modern luxury." Through this Maybach Brand Center Seoul, we intend to realize a new standard of customer experience based on Maybach's own craftsmanship, sincere relationships with customers, and unique brand value."
"The world's first Maybach brand center in central Seoul will be another important milestone for the Maybach brand," said Daniel Lescow, general manager of Mercedes-Benz Group AG. "It is the highest offline retail space comparable to the flagship store of famous luxury brands in the fashion industry, and its architectural aesthetics, high-quality customer service, and luxurious design perfectly embody the value and status of the Maybach brand."
"Since its official launch in the domestic market in 2004, Mercedes-Maybach has been selected by major leaders, innovative entrepreneurs, and cultural figures who want to deeply express their success and dignity," said Mathias Vaitl, president of Mercedes-Benz Korea. "Thanks to more than 10,000 customers who have chosen Mercedes-Maybach so far, Korea has become one of the global core markets for the Maybach brand, and I am confident that the Maybach brand center Seoul will exceed the expectations of precious customers."
Ahn Sung-hoon, CEO of HS Hyo-sung, Noh Jae-bong, CEO of HS Hyo-sung The Class, Mathias Gaizen, a member of the board of directors of Mercedes-Benz Group AG and general manager of marketing & sales, Daniel Lescow, General Manager of Mercedes-Benz Group AG, and Mathias Vaitl, CEO of Mercedes-Benz Korea, attended the official opening celebration held in Maybach Brand Center Seoul.
Maybach Brand Center Seoul, run by HS Hyosung The Class, is a standalone five-story building with four floors above ground, one basement, and a total floor area of 2,795㎡, and is located in the center of Apgujeong, which symbolizes high-end fashion, fine dining, and high-end lifestyle, embodying the refined elegance and value of the Maybach brand.
The Maybach Brand Center Seoul exterior was developed in close collaboration with Mercedes-Benz Group AG Chief Design Officer Gordon Wagner, and was inspired by Korean traditional hanbok and hanok. The ruffled outer wall is elegantly shaped by the flowing soft curves of the hanbok skirt, and the roof line on the right side of the building, which rises delicately and dynamically toward the corner, is reminiscent of the eaves of a hanok, completing the harmonious poetic shape that encompasses modern architecture and blue sky. The design reinterprets traditional Korean design heritage into a modern and timeless architectural language.
Inside, visitors are greeted by a cathedral-like interior carefully designed to provide an immersive space for Mercedes-Maybach customers. On the first floor, there is an exhibition space for Mercedes-Maybach vehicles and a customer lounge where you can reserve services. On the second floor, there is a dedicated handover zone for vehicle delivery, and on the third floor, there is a private Salon Prive where customers can receive vehicle counseling and a MANUFAKTUR studio for customized personalization. In addition, a garden with the concept of "Oasis in the City" will be built in the center of the third floor, providing a special coffee prepared by baristas and a calm rest in downtown Seoul. On the first basement floor, there is a service center dedicated to Mercedes-Maybach.
Maybach Brand Center Customers who visit Seoul can enjoy a comprehensive luxury experience that contains the core values of the Maybach brand in one space. ▲Storytelling that spatially unravels Maybach's unique craftsmanship through traditional Korean architecture and culture-inspired designs, ▲A delicately constructed private and sophisticated space reflecting the customer's status and lifestyle, and experience the best customized customer care services from ▲ product consultation to after-sales service.
The brand center is operated on a reservation basis, and a dedicated sales consultant and product expert are assigned to greet customers when visiting. Customers will be provided with a dedicated membership service, professional valet parking, signature F&B services, and a variety of other customized programs exclusively for Mercedes-Maybach owners. In addition, all requirements that customers want are identified in advance before visiting to minimize waiting time and provide smooth services.
As of 2024, Korea is one of Maybach's top three global markets along with China and the United States, and various models such as Mercedes-Maybach's S-Class, GLS, and EQS SUV are currently sold in Korea, and the customization experience of each customer is strengthened through a wide range of editions and Manupak Tour options that suit their tastes. The brand center is expected to serve as a key strategic base for Maybach's brand not only in Korea but also in the global level.
In commemoration of the Maybach Brand Center Seoul Open, Mercedes-Benz Korea unveiled the Dior-New Mercedes-Maybach SL for the first time in Korea. It also introduced the Mercedes-Maybach Silver Linings, which can be found only with 12 units at the brand center here. It is the first high-end personalized vehicle in Korea to be developed by applying Manupaktu's top-level individualization option, emphasizing its differentiated identity by applying a limited edition silver lining badge and a silver pin stripe.
Meanwhile, the Maybach brand symbolizes cutting-edge technology, sophisticated craftsmanship, and discerning luxury and aims for the 'best of the best'. The brand has long inspired royalty, world leaders, cultural figures, and discerning connoisseurs.
Prior to the world's first Maybach brand center Seoul, the first Maybach atelier opened in Shanghai in 2022, and since then, Maybach has opened Maybach exclusive lounges in large cities in several major markets. Recently, they opened new lounges in New York City and Vienna, Austria. Through the opening of the brand center, Maybach will be able to showcase another innovation that provides space by combining traditional and vision concepts to meet future demand.
Editor Song Moon-cheol mc.song@carguy.kr
This article was translated by Naver AI translator.
