AMG Private Lounge in Affalterbach Now Open
The newly constructed building is a meeting-place for the growing, worldwide AMG Community
by Jim Davis | 21 July 2011
AMG presents the new Private Lounge in Affalterbach, offering AMG owners and potential customers a 5,651 square feet of ideal ambience for conversation and communication. The lounge was built as a tool designed to foster customer relations, the newly constructed building is a meeting-place for the growing, worldwide AMG Community. Both the architecture and atmosphere are characterised by style, individuality and exclusivity.
Ola Källenius, Chairman of Mercedes-AMG GmbH: “The new AMG Private Lounge in Affalterbach is an exclusively and unusually designed meeting-point in which to spend time. We see it as a second living-room for our customers. We want the AMG Private Lounge in Affalterbach to provide the perfect setting for the most exciting day of the year – for example when our customers take possession of their new AMG-Mercedes here in Affalterbach.”
Mario Spitzner, head of Branding & Marketing at Mercedes-AMG GmbH: “The virtual AMG Private Lounge was already launched for our American customers in 2006. When the AMG Private Lounge Community was established for the German-speaking markets at the end of 2009, this was the starting-point for the internationalisation of the official AMG Brand Community. Owners of an AMG-Mercedes are extremely welcome to share their passion for the brand with other AMG enthusiasts. Inside knowledge, direct contact with Mercedes-AMG, exclusive events and various ways of exchanging views on an online forum create an emotionally appealing environment dedicated to the AMG brand. At present more than 15,000 members worldwide are accredited for the AMG Private Lounge Community. With the opening of the AMG Private Lounge in Affalterbach, it now also takes on physical form for our customers. As a place for communication in a unique atmosphere, and at the same time a further advance in the interests of first-class customer care at our headquarters in Affalterbach.”
The new multi-storey building is directly reachable from the AMG showroom via an outside staircase, and impresses with its clear architectural lines. In the entrance the visitor is treated to a photographic display of the legendary 300 SEL 6.8 AMG racing touring car on the famous “Eau Rouge” in Spa-Francorchamps (Belgium). This work of art consists of individual mosaics arranged in sequence on different levels. Each mosaic consists of individual motifs provided by the members of the AMG Private Lounge Community.
Black and white – homely atmosphere with clear-cut lines
The clear, minimalistic architecture characterises the atmosphere of the AMG Private Lounge in Affalterbach. Individually produced furnishings in a conical design form a tapering arrangement towards the terrace area. The colour scheme is black and white, with colour contrasts provided by accessories and unique mementos in the display cabinets. The innovative, variable ceiling lighting creates a suitable, homely atmosphere suited to the time of day, season and weather-induced lighting conditions.
The AMG Private Lounge in Affalterbach is divided into different areas. The “brand wall” is devoted entirely to motorsports, as is immediately recognisable by the oversized motif of the SLS AMG GT3, which was hand-made by AMG designers. Opposite the “brand wall” is the “lifestyle wall”, where visitors are able to relax or converse. A selection of media such as an iPad and Playstation are provided for individual entertainment. A library with a selection of reference material and coffee-table books is an invitation to quiet enjoyment. The homely atmosphere at the “lifestyle wall” is enhanced by exclusive leather furniture whose design is reminiscent of AMG sports seats with its leather upholstery and contrasting topstitching.
The so-called “Silent Space” located at the centre of the AMG Private Lounge is provided for conversation in a private but informal atmosphere. Next to this is the coffee bar, whose rear face features an impressive, fabric-lined photo motif of the SLS AMG on the Paul Ricard race circuit in Le Castellet (southern France) with its distinctive, coloured run-off areas. The large window area affords a view of the 73 square-metre terrace, where visitors are able to relax and converse in the open air on exclusive lounge furniture.
Regional dishes with a culinary touch
Behind the coffee bar is the dining area, which is partitioned off and enables up to 18 guests to be catered for. The culinary focus is on light dishes with a regional touch. The atmosphere in the dining area is characterised by a large photographic motif, once again of the SLS AMG on the Paul Ricard race circuit, but this time taken against a backdrop of warm evening sunlight. A semi-transparent sunshade in front of the large glassed area allows a view of a freely-arranged garden in the Japanese Zen style.
The various topic areas of the AMG Private Lounge in Affalterbach are reflected in different flooring designs: parquet, ceramic tiles, different carpeting and wood on the terrace provide a distinctive ambience. All the furnishings to be found in the AMG Private Lounge in Affalterbach are custom-made for their purpose. With this philosophy AMG reinforces the message of exclusive individuality – a central claim of the performance brand within Mercedes-Benz.
Customer events and press conferences
The AMG Private Lounge in Affalterbach is primarily designed to give AMG customers a premium experience of a multifunctional nature. The very latest video and audio technology is available for presentations, multimedia shows and press conferences. An impressive sound experience is ensured by components from Bang & Olufsen. The exclusive AMG cooperation partners are also represented with one-off displays, with Ducati and IWC presenting selected editions and exhibits in the “lifestyle wall”.
New sample room in the AMG Performance Studio
While occupying a separate space, the new sample room in the AMG Performance Studio follows the theme of the AMG Private Lounge. This is where individual automotive masterpieces are created in a direct dialogue with the customer. The practically limitless variety available from the AMG Performance Studio is both visible and tangible in the form of various leather types and colors, paint samples, carbon-fibre, wood or solid metal trim elements, designo items and complete technical components.
The bar installed in the sample room follows the same style as the coffee bar in the AMG Private Lounge in Affalterbach: one striking styling element is the conically tapered bar surface.