梅赛德斯-奔驰品牌空间

作者: Winniekong

代理商: TBC

#活动现场 #活动管理 #活动执行 #展示管理 #设计管理

项目品牌： Mercedes-Benz 梅赛德斯-奔驰

项目行业：汽车及制造

项目日期： 2026-08-27 10:00 2026-08-27 22:00

项目地点：上海 ONE SHANGHAI

项目名称：梅赛德斯-奔驰品牌空间

梅赛德斯-奔驰品牌空间

2026年08月27日

上海 ONE SHANGHAI

项目传播

项目现场

梅赛德斯-奔驰品牌空间·上海于8月22日在静安ONE SHANGHAI正式启幕，限时开放超四个月，是奔驰全球品牌空间网络的中国首站，落地于汽车发明140周年、品牌入华40周年的双重里程碑节点，具备深厚的品牌历史纪念意义与战略布局价值。项目彻底跳出传统汽车展厅的销售导向属性，以开放式城市会客厅为核心定位，融合百年汽车文化与现代都市生活方式。空间造型与场景制作兼顾复古底蕴与未来质感，创新性陈列四台源自斯图加特奔驰博物馆的馆藏经典车型，同时展出纯电GLC SUV、AMG、迈巴赫等主力在售车型，打通品牌经典传承与电动化创新双线叙事。

场内细分MANUFAKTUR高定体验区、柏林之声沉浸式音响空间、跨界咖啡社交区，搭配空间限定周边发售，构建多维度沉浸式体验场景。展期长期落地主题沙龙、时装周联动、女性驾驶课堂等多元社群活动，面向全圈层访客开放试驾与打卡体验。项目依托南京西路核心商圈流量，以文化、艺术、生活跨界内容弱化商业售卖，产出大量优质社交打卡内容，持续传递品牌豪华底蕴与年轻化电动形象，打造城市汽车文化新地标，实现品牌文化传播、圈层用户沉淀与市场声量持续增长的长效营销闭环。

Officially opened on August 22 and lasting for more than four months, Mercedes-Benz Studio Shanghai serves as the brand’s first global brand space in China, launched at the dual milestone of the 140th anniversary of automobile invention and the 40th anniversary of Mercedes-Benz entering China. Abandoning the pure sales-oriented attribute of traditional auto showrooms, the project is positioned as an open urban living room integrating century-old automotive culture and modern urban lifestyle.

The venue displays four classic collection vehicles from the Mercedes-Benz Museum in Stuttgart, together with mainstream electric and luxury models, presenting the brand’s heritage and electrification innovation. Equipped with MANUFAKTUR customization experience area, immersive sound space and co-branded coffee social area with limited merchandise, the multi-functional space realizes diversified scene experience. During the long-term operation, cross-border salons, fashion week collaborations and female driving courses will be continuously launched for all groups including visitors, car enthusiasts and owners. Relying on the high-end traffic of Nanjing West Road business district, the project weakens commercial sales and focuses on cultural output and lifestyle communication. It generates abundant social check-in content, shapes a new urban automotive cultural landmark, and completes long-term closed-loop marketing of brand image upgrading, public communication and user community cultivation.

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