This month, Mercedes-Benz opened their new Showroom & Service Center in Manhattan, and Dimensional Communications was honored to have been chosen to design and implement the visual centerpiece of the public areas.
Cutting edge showroom design by Dimensional Communications puts the finishing touch on the newest jewel in the Mercedes crown.
The new flagship Mercedes-Benz ‘Experience Center’ at 770 11th Avenue between 53rd and 54th Streets in Manhattan is a multi-story 330,000 square foot complex featuring showrooms and a state-of-the-art service center. As part of a nationwide initiative by MBUSA President and CEO Ernst Lieb to upgrade the Mercedes dealer experience, the project was nearing completion in the summer of 2010 when Dimensional Communications got the call.
The challenge was to create architectural and multimedia treatments for 100,000 square feet of interior wall that would compliment and enhance the public areas of the space, reflect the Autohaus styling, and adhere to Corporate Identity guidelines and budgetary constraints.
The DCI Design Team envisioned a feature wall as the central element of the showroom that includes bold graphics, ever changing lighting treatments, and banks of frameless LCD screens controlled and played out by a central server system.
The new flagship Mercedes-Benz Experience Center at 770 11th Avenue in New York City
The core of the exhibit display design is a matrix of massive sculptural tensile fabric structures which can be easily changed over time. This overall structure is pierced with openings for a hidden panoramic office window, video walls, and several light-animated horizontal lightboxes. Three-dimensional Mercedes logos complete the stunning visual display, and the entire system is brought to life with skillfully programmed super-bright multi-color LED lighting.
Mercedes-Benz Experience Center in New York City
One of the driving factors in choice of materials was sustainability.
The powder-coated aluminum frames are 98% recycled material. The printed fabric is 60% recycled polyester printed with a water soluble dye sublimation process, and the LED lights use only 20% of the electrical power of standard fixtures.
Two 6 screen x 2 screen video walls comprised of 24 Samsung 46
The two 6 screen x 2 screen video wall displays are comprised of 24 Samsung 46″ narrow bezel screens powered by six Adtech HiDef video servers. All video feeds are extended with fiber to a central tech area where they can be remotely programmed and updated. Raw video content was supplied by Mercedes-Benz and edited for the walls by Dimensional Communications.
The Mercedes approach: The Best or Nothing
The completed project truly reflects the Mercedes approach: “The Best or Nothing”.
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