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Cars meet Cinema - Mercedes Me Café Moscow

Mercedes and other premium automobile manufactures have adapted their decades old showroom strategy to the growing digital generations. That means complementing showrooms at the outskirts of cities with downtown touch-points. Engaging new target groups with new retail and hospitality concepts.
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8x3 Media Wall with social media and mercedes branding content (Photo: invidis)
8×3 Media Wall with social media and mercedes branding content (Photo: invidis)

Mercedes has opted for a mix of hospitality and retail by creating the Mercedes me Concept. In Moscow – one of the most important markets for Mercedes – the German carmaker opened a café in Q3 2014. Located inside of Moscow’s most famous Karo cinemas guaranteeing frequency of the desired target group. The Karo-Cinema complex is located on Novy Arbat Avenue and includes Mutliplex, Imax and the famous October film theater. This unique environment will target 20-28 year old Muscovite aspirational professionals with an all-day International menu and late night socializing.

Famous Karo Cinema complex on Novy Arbat Avenue in central Moscow - the Mercedes me cafe is on the first floor (photo: invidis)
Famous Karo Cinema complex on Novy Arbat Avenue in central Moscow – the Mercedes me cafe is on the first floor (photo: invidis)

Only one car (Mercedes CLA) is exhibited in front of the café – all other Mercedes branding is digital. Most striking is a large media wall with 8×3 screens. The content displayed is a mix of Mercedes branding and product spots and interactive social media enabling visitors to interact with the wall as well as other visitors of the café.

A large touch table offers games and product information similar to the Mercedes me branch in Hamburg/Germany. Seating is available at a bar and separate tables – many of them also equipped with integrated touch screens.

Touchtable - gamification a la Mercedes Benz (Photo: invidis)
Touchtable – gamification a la Mercedes Benz (Photo: invidis)
8x3 Media Wall protected by floor mounted steel fender (Photo: invidis)
8×3 Media Wall protected by floor mounted steel fender (Photo: invidis)
Coffee table with integrated touch screen including digital menu and additonal mercedes information (Photo: invidis)
Coffee table with integrated touch screen including digital menu and additonal mercedes information (Photo: invidis)
8x3 Media Wall with social media and mercedes branding content (Photo: invidis)
8×3 Media Wall with social media and mercedes branding content (Photo: invidis)
The low ceiling height inside the cafe required to install the media wall on floor level (Photo: invidis)
The low ceiling height inside the cafe required to install the media wall on floor level (Photo: invidis)
rear projection bringing dynamic content on the glass door at the entrance of the cafe (photo: invidis)
rear projection bringing dynamic content on the glass door at the entrance of the cafe (photo: invidis)
This CLA is only car displayed at the Mercedes me cafe (Photo: invidis)
This CLA is only car displayed at the Mercedes me cafe (Photo: invidis)
Reflections @ Mercedes me Cafe (Photo: invidis)
Reflections @ Mercedes me Cafe (Photo: invidis)
CLA infront of Mercedes me Cafe (Photo: invidis)
CLA infront of Mercedes me Cafe (Photo: invidis)

The concepts integrates quite well in the cinema complex and the digital signage installations looked very inviting and inspiring. A fascinating contrast with the soviet-style architecture of the cinema complex.

Another German car manufacturer is also setting up an extraordinary emerging showroom in Moscow. Audi City Moscow is scheduled to open in early 2015 and follows similar concepts in London, Beijing and Berlin.

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