Vehicles with Mercedes-Benz design are already to be seen on water, on land and in the air. Now they will also be seen on golf courses. As a “real sports car”, the Mercedes-Benz Style Edition Garia Golf Car authentically transfers the unmistakable Mercedes-Benz automobile design idiom of sensual purity to a premium-class golf cart. The showcar is the result of cooperation between Mercedes-Benz designers, Daimler’s Think & Act Tank Business Innovation and the well-known golf cart manufacturer Garia.

Mercedes-Benz Style Edition Garia Golf Car: Sternstunde auf dem Golfplatz

The Mercedes-Benz Style Edition Garia Golf Car defines a new class of transport  for the golf course. Gorden Wagener, Head of Design at Daimler AG: “We have reinvented the world of the golf cart with our Mercedes-Benz Golf Car. Mercedes-Benz stands for modern luxury, and golf is an authentic part of that theme. Transferring our automotive design idiom to the Golf Car is therefore something quite natural, and in doing so we have created a product that is both sensual and pure.”

Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars: “With the Mercedes-Benz Style Edition Garia Golf Car we are offering a high-end golf cart which is absolutely unique and was specifically developed for sporting golfers and the sport they enjoy.” Our communication bears the lighthearted slogan “a real sports car”.

For decades there was no evolutionary process at all

In 2013 Mercedes-Benz called upon golf and automobile fans from around the world to submit their ideas for a Mercedes-Benz golf cart of the future. While golf has developed into a premium sport with a modern face, golf carts have remained almost unchanged for decades. The numerous submissions showed the need for a golf cart in keeping with modern times. This in turn meant that the golf cart needed to go through a long overdue evolutionary stage spanning several decades. Using modern technology, it was to be tailored to the needs of golfers, accompany current developments in the golf scene with a modern and sophisticated interpretation of luxury, lifestyle and practicality, and feature a bold, intelligent avantgarde design as a clear sign of change.

The best submissions in the design competition were the starting signal for the development of the new Golf Car under the Mercedes-Benz Style label. This is the label under which Mercedes-Benz Style designers create products for aspects of life beyond the automobile. The technical basis for the development of the Golf Car was contributed by golf cart manufacturer Garia. The underlying business model was developed by Daimler’s Think & Act Tank Business Innovation. Susanne Hahn, head of Daimler Business Innovation, explains: “We brought all the relevant project partners around a table – our designers and the golf cart manufacturer Garia, who in a possible pilot stage to come will be responsible for sales, production and development. We ourselves will manage and coordinate the various pilot phases with the in-house and external partners.”

Hot and cool – like the automobiles from Mercedes-Benz

The formal basis for the design of the Golf Car is the same unmistakable design idiom that makes Mercedes-Benz design stand out as a definition of modern luxury. The aim of this design idiom is to create beautiful and intelligent products that are hot and cool.

Unusual proportions

The first conceptual phase already took into account that golf carts need to have certain characteristic features in view of the available space on golf courses. They must be narrower and shorter, but also higher than conventional automobiles. The front and rear overhangs must be very short in the interests of interior spaciousness within a compact overall length. The unusual proportions that resulted are still harmonious thanks to the design expertise of Mercedes-Benz Style. The designers have also been able to blend the exterior and interior into a formal unit.

Sporty and well-balanced

As a showcar, the new Mercedes-Benz Style Edition Garia Golf Car immediately appears distinctly different from conventional golf carts. The driver and passenger have a view through a large, curved windscreen. The carbon-fibre roof is different in colour and form from the base vehicle. With its short front and rear overhangs, it somewhat resembles a sporty baseball cap. The effect is to make the vehicle look low and more sporty.

The sporty impression is heightened by a small rear spoiler which acts as a golf bag holder while being fully integrated into the overall design as a significant feature. It is so constructed that it can accommodate two golf bags slanted rearwards. This slanted position allows golf clubs to be conveniently taken out and replaced. A carbon-fibre diffuser rounds off the lower rear end as a lighthearted reference to the vehicle’s character as a “real sports car”. The bench seat has a sculptured, inviting look like a lounge chair, and blends in with the exterior design to provide a sensual experience.

Other examples of intelligent and useful details: There is a refrigerator under the bench seat, and a stowage tray under the dashboard holds golf balls aligned in a row. Bottle holders on the instrument panel support and on the passenger side provide space for glasses and bottles.

The pedals are another nice detail. The right pedal has a plus sign, the left a minus sign, a reference to Garia. In a both practical and charming way, they thereby indicate their functions as accelerator and brake in this electrically powered vehicle.

Perfectly networked from tee to green

An integrated onboard touchpad with a screen diagonal of 10.1 inches and a high resolution of 2560 x 1600 pixels shows graphically enhanced vehicle information in the smaller, upper area – for example the remaining range, vehicle speed, current power consumption or parking brake status. Many functions can be controlled at the touch of a finger, e.g. driving mode ‘sport’ or ‘eco’, the headlamps, windscreen heater, wipers and many more.

On the large screen area beneath this, the occupants can display the layout of the golf course and their current position, or if desired activate an electronic score card. The sophisticated graphic design is derived from the latest Mercedes-Benz passenger cars.

A hands-free system with Bluetooth® connection and hi-fi speakers integrated into the rear roof frame strut ensure that also on the fairway, the occupants are connected and able to listen to music from their smartphone. Those who wish to can take a look at a weather app, or order refreshments for delivery to the green. There are also plans to make the contents of a personal smartphone transferable to the touchscreen of the Golf Car, e.g. for internet access.

High-quality materials and colour concept

Stimulating contrasts between soft and harder materials are likewise typical of Mercedes-Benz – e.g. on the instrument panel support, which has a painted upper section and is leather-lined in the lower section. The colour and materials concept has stimulating and surprising highlights with sporty carbon-fibre, sensual wood decor and high-quality, light-coloured leather. Carefully finished to a high standard, the choice of materials confirms the high-quality character of the Golf Car. Metallic features shimmer elegantly in modern silvershadow. The steering wheel literally makes dramatic material contrasts tangible: lined in white leather, its lower section features a metal clasp in silvershadow.

The grille with an air intake slot reinforces the intentional allusion to an automobile. It creates associations with familiar Mercedes-Benz radiator grille designs, and its golf ball structure makes the vehicle’s purpose clear. Below it, the front section ends in an underbody protection panel which visually symbolises suitability for use on the unmetalled surfaces of a golf course.

The 5-spoke wheels with high-sheen twin flanges and black-painted surfaces between them are likewise heavily reminiscent of the dynamism for which Mercedes-Benz passenger cars are known.

All or nothing

In addition to a sensual, purist design idiom, a holistic overall appearance is one of the major attributes of Mercedes-Benz design. In other words, all details must come together to form a harmonious whole at a high level when viewed from any angle. The designers intentionally created every little detail from scratch. This includes e.g. the rear lights and the modern headlamps, whose striking graphics provide a recognition factor for Mercedes-Benz. They lend a face and character to the Golf Car. The headlamps use LED technology, ensuring good visibility in the event of sudden inclement weather and darkness.

Noble origin with a future

The Golf Car self-assuredly declares its origin with the label “Mercedes-Benz Style”. This embellishes the side sill panels, the wide lounge chair on which the occupants sit, is prominently engraved in the rear spoiler and takes the form of a badge on the arched trim section of the instrument panel support. The front section and steering wheel bear the Garia logo, and the rear end has prominent Garia lettering.

Range of up to 80 kilometres

In technical terms the Golf Car has unique features which even make approval for on-road use possible in the USA. To this end it is equipped with all the necessary features such as direction indicators, headlamps and rear lights.

A double wishbone suspension typical of sports cars ensures comfortable driving characteristics and light, precise handling on all surfaces. This also gives the compact Golf Car (length 2350 millimetres, width 1200 millimetres and height 1720 millimetres) a tight turning circle of 5.2 metres. The Golf Car drives extremely smoothly both on the golf course and on metalled roads.

The electric motor of the Mercedes-Benz Style Edition Garia Golf Car has an output of three kilowatts, but can also make up to eleven kilowatts available for short periods. This is enough to give the 440-kilogram vehicle with its permissible payload of up to 460 kilograms sporty acceleration, with a governed top speed of 30 km/h with a range of up to 80 kilometres. The charging time for the lithium-ion battery is six hours. The vehicle is braked by front disc brakes.

Garia is initially building two driveable examples of the showcar. The reactions of the market and potential customers will be incorporated into any series production. This progressive Golf Car is to be mainly sold via digital channels. Susanne Hahn: “The vehicle can be experienced absolutely virtually. This means that wherever customers are, in a dealership or on a golf course, they can look at the vehicle on a tablet and order it with three clicks.”

To mark the world premiere of the luxury motor yacht designed by Mercedes-Benz Style, a short film has been created which brings Gottlieb Daimler’s dream of mobility with the Mercedes star in the three dimensions of land, water and air into the modern era. Alongside the “Arrow460-Granturismo” from Silver Arrows Marine, the stars of the film include the new S-Class Cabriolet, the first open-top luxury four-seater from Mercedes-Benz since 1971, and the exclusively appointed “H145 Mercedes-Benz Style” helicopter from Airbus Helicopters.

The film depicts three exciting products from Mercedes-Benz and conveys a sense of modern luxury against the backdrop of the French Mediterranean coast. The cabriolet, yacht and helicopter represent the brand’s sensual pure design as well as high standards in terms of luxury, aesthetics and technological perfection.

The designers of Mercedes-Benz Style also makes the modern luxury for which the brand is known tangible beyond the world of the automobile. Since 2010, working with selected partners they have been developing exclusive products which have transported the high quality standards and unmistakable design theme of sensual purity into other mobility and lifestyle areas. As in vehicle development, the designers are guided by their passion for uniqueness.

Luxury helicopter “H145 by Mercedes Benz Style” by Airbus Helicopters.

Flowing, almost floating-like transitional lines, typical of Mercedes-Benz Style, play between form and material to perfection: Mercedes-Benz Style and Rodenstock presented the Design Studies “Aesthetics Eyewear” – visionary perspectives of upcoming Eyewear Collections – at the Opti 2016.

Presented for the first time ever at the “Opti 2016”, the stylistic language of the two design studies reflects the distinctive Mercedes-Benz Style philosophy – sensual clarity as a definition of modern luxury. The two “Aesthetics Eyewear” design studies are in colour combination silver shadow/walnut and silver shadow/piano black. The focus of the design studies: sensually flowing shapes with stimulating contrasts. In support of the claim “sensual-aesthetics”, the Mercedes-Benz designers revoked the limiting context of ergonomics, technical feasibility and formal constraints.

Just like with the sculpture Mercedes-Benz “Aesthetics 125”, Mercedes-Benz designers used the technology “Rapid Prototyping” in which digital data is modelled directly into a three-dimensional designed object.

The avant-garde Design studies, “Aesthetics Eyewear”, give a perspective of upcoming Mercedes-Benz Style Eyewear Collections which will be available in a limited small series at selected retailers in early 2017.

Mercedes-Benz Style and Rodenstock presented the Design Studies “Aesthetics Eyewear” – visionary perspectives of upcoming Eyewear Collections – at the Opti 2016.

Mercedes-Benz is entering the market for premium business apartments in collaboration with the Frasers Hospitality Group, a leading international provider of luxury serviced apartments. From autumn 2015, as part of a pilot project entitled ‘Mercedes-Benz Living @ Fraser’, visitors to London will be able to book six serviced apartments that have been designed by Mercedes-Benz Style. A further nine apartments will follow at the beginning of next year in Singapore. With this move, the premium automotive brand is looking to translate its expertise in cutting-edge design, innovative technologies and integrated transport solutions to the serviced apartment sector. People will be able to experience the ‘modern luxury’ for which Mercedes is renowned even when they’re not on the road. Inspired by the interiors of the company’s current vehicle range, the team at Mercedes-Benz Style designed the appointments of the 50 to 100m² apartments together with experts in hospitality decor. The results adhere steadfastly to the Mercedes-Benz design philosophy of sensual purity. Design partners Burmester and Swarovski have helped to come up with individual concepts that offer all the convenience, workmanship and high-quality materials typically associated with Mercedes. These exclusively appointed serviced apartments are aimed at business travellers and individuals who don’t want to compromise on style and comfort when they are away from home. The project is based on an idea by the Business Innovation department, the Daimler think tank that is tasked with identifying new areas of business.

The apartments of “Mercedes-Benz Living @ Fraser” have been designed by Mercedes-Benz Style. The designers’ goal is to give the occupants a sense of Mercedes-Benz exclusivity.

“More and more people are permanently on the move. They live and work in unfamiliar cities where they are looking for a ‘home away from home’ and a sense of security,” says Wilfried Steffen, head of the Business Innovation department. “That’s exactly what we want to offer them – and at the very highest level and with the perfection and quality that you’d expect from Mercedes-Benz.”

The apartments of “Mercedes-Benz Living @ Fraser” have been designed by Mercedes-Benz Style. The designers’ goal is to give the occupants a sense of Mercedes-Benz exclusivity.

‘Mercedes-Benz Living @ Fraser’ – the Mercedes experience away from the road

By designing and furnishing these serviced apartments in line with its brand philosophy, Mercedes is bringing the modern luxury for which it is renowned into the realm of living and working. “As in our vehicles we have combined sensual surfaces and clean lines with intelligent high-tech functionality in order to create a perfectly conceived world of modern luxury that promotes wellbeing and relaxation,” explains Gorden Wagener, head of Design at Daimler AG. All the appointments display the hallmarks of Mercedes design. The overarching concept unites flowing lines with sculptural furniture, blending seamlessly into an organic whole. Innovative media and entertainment technologies offer a multi-sensory experience. The designers at Mercedes-Benz Style have succeeded in recreating the ambience and spaciousness of a Mercedes car in luxury serviced apartments. Their goal is to give the occupants a sense of Mercedes-Benz exclusivity.

The apartments of “Mercedes-Benz Living @ Fraser” have been designed by Mercedes-Benz Style. The designers’ goal is to give the occupants a sense of Mercedes-Benz exclusivity.

The six London apartments, which are located in Kensington, have around 100 square metres of space that includes a generously proportioned living and dining area, a fully fitted kitchen and two bedrooms. The nine apartments in Singapore will have around 50 square metres of living space. The choice of furniture and accessories as well as the varying colour and lighting concepts clearly bear the signature of the Mercedes-Benz Style designers. Furniture elements that would typically be separate instead form a seamless whole, creating new, self-contained spaces. Contrasts are used intentionally to create visual interest, while a blend of free-form shapes and geometry produce an aesthetically accomplished composition. This is exemplified by the ‘Black Magic Wall’. This media wall with integrated smart TV and high-gloss black finish has a cool technical appearance that creates an intentional contrast to the historical Kensington Street in which the apartments are located. It blends seamlessly into the beautifully designed sideboard, above which there is a sculptural element reminiscent of the feature line of a car.

The apartments of “Mercedes-Benz Living @ Fraser” have been designed by Mercedes-Benz Style. The designers’ goal is to give the occupants a sense of Mercedes-Benz exclusivity.

The sofas in the living area boast new and unusual proportions. Their shimmering silver covers give them an assured and sculptural look, while the generous shapes and sensual feel of the luxurious velour make them incredibly comfortable to sit or lounge on. Above the dining table is a sparkling Chandelier with crystals from Swarovski designed specially for the apartments. Its crystals are reflected in the glass of the table top in the shape of a curved S – for Swarovski or S-Class. This creates a captivating lighting mood in the room. The ambient lighting behind the media wall and the sideboard also convey a sense of warmth and cosiness. The exclusive Burmester sound system adds an additional highlight to the living and dining area. It combines significant design features with exquisite listening pleasure. The signature of the Mercedes-Benz designers can also be found in the sleeping area. The bed’s headboard appears to flow seamlessly into the silver bedside tables and carpet. The base is set in slightly from the frame, making the bed look like it’s floating. Ambient lighting and an integrated lamp at the end of the bed ensure an optimum level of illumination.

smart TV app – always connected with the world

The Mercedes me smart TV app on the media wall allows guests to discover the world of Mercedes-Benz and its products and services on their own terms or to use the connectivity and entertainment features. Other apps designed by partners and transport providers will be available depending on what is on offer at the location. With its new apartments Mercedes-Benz has taken a huge step forward in its aim of bringing together ‘home’ and ‘away from home’.

The apartments of “Mercedes-Benz Living @ Fraser” have been designed by Mercedes-Benz Style. The designers’ goal is to give the occupants a sense of Mercedes-Benz exclusivity.

“Frasers Hospitality is delighted about this partnership with Mercedes-Benz to create Mercedes-Benz Living @Fraser – where our guests can now choose to experience exclusive bespoke modern luxury living – door to door”, says Mr Choe Peng Sum, CEO, Frasers Hospitality Group. The serviced apartments are operated and marketed exclusively by the Frasers Hospitality Group. The apartments in London can be booked from mid-November at http://www.frasershospitality.com/en. In Singapore they will be ready for their first occupants in the first quarter of 2016. “Once we have successfully concluded the pilot phase in spring 2016, we will be looking to come to a decision with our strategic partner about rapidly expanding the ‘Mercedes-Benz Living @ Fraser’ concept to other cities,” says Steffen. “Our aim is to turn the idea of the Mercedes apartments into a functioning business model as quickly as possible. Successful past projects such as car2go show that this is within our capabilities.”

The apartments of “Mercedes-Benz Living @ Fraser” have been designed by Mercedes-Benz Style. The designers’ goal is to give the occupants a sense of Mercedes-Benz exclusivity.

Mercedes-Benz Style presented its luxury designer products at the 23rd McCall’s Motorworks Revival in Monterey. Rare classics, today’s best and highest-end in automobile production, as well as stylish motorcycles and first-class private jets characterize the ambiance at McCall’s Motorworks Revival. Every year, movie stars, moguls and members of the international jet set meet up at one of the most exclusive lifestyle events in the U.S. They use this occasion not just to indulge their passions but also to raise money for charities in a relaxed environment. For the first time, the annual event, which traditionally opens the Monterey Car Week, also included Mercedes-Benz Style designers and their luxury lifestyle products. Airbus Helicopters’ EC145 Airbus Mercedes-Benz Style helicopter as well as a two-meter-long model of a new luxury motor yacht, the Arrow 460 Granturismo, are special highlights of the Mercedes-Benz Style show. The “Silver Arrow of the Seas” will be completed in the coming year and be available to buyers as of 2016. Additional products from the designer line, such as exclusive eyewear, as well as high-end room fragrance systems and a visionary golf cart, round out the selection as prototypes of further product innovations.

From August 11th through the 17th, 2014, California’s Monterey Bay will offer the perfect setting for Monterey Car Week with its 33 exclusive, singular events. Automotive dream exhibits on the most beautiful golf courses California’s coast has to offer, auctions of motor rarities and collector’s items, motorcades along Pebble Beach and Carmel-by-the-Sea as well as historical vehicle races on the Laguna Seca Raceway draw automobile enthusiasts and fans from all over the world to Monterey every year. For the first time, Mercedes-Benz Style designers will participate in this world of luxury automobiles, showing the world their one-of-a-kind products. Since 2010, in addition to their classic automobiles, designers have been working on other product designs in cooperation with select partners under the label Mercedes-Benz Style. The designer label aims to carry over the distinctive, progressive style as well as the high standard for luxury and aesthetics associated with Mercedes-Benz into other spheres. This is how all Mercedes-Benz Style products stand out, through brand-typical dynamic and avant-garde designs characterized by sensual purity as an expression of modern luxury, uncompromising quality, and a selection of premium materials and perfect craftsmanship. The Mercedes-Benz Style portfolio encompasses products in areas such as mobility, lifestyle, sports, and interior design.

Luxury helicopter by Airbus Helicopters

The first product to hit the market in 2011 was the EC145 Mercedes-Benz Style helicopter by Airbus Helicopters. Mercedes designers created the interior, which is characterized by the highest variability and exquisite materials. All the seats are mounted on tracks and can be arranged in a wide variety of configurations in just a few steps to accommodate between four and eight people or to be removed completely to make room for luggage. The EC145 Mercedes-Benz Style is tailored to luxury-class business and leisure travel. To date, six luxury helicopters have been manufactured.

14-meter-long motor yacht

The “Silver Arrow” motor yacht, designed and built by Mercedes-Benz and Silver Arrow Marine (SAM), captivates at first sight with its visionary style and design. The sea-faring Granturismo combines traditional Mercedes-Benz automotive design elements with innovation heretofore unseen in the boating industry. The automobile designers developed the yacht’s innovative style and floor plan, shaped both exterior and interior, and selected the materials and color schemes. At a length of 14 meters, the Arrow 460 Granturismo captivates with innovative versatility and an intelligent use of space. The motor yacht is suited for day trips but also offers overnight accommodations. The first yacht will be completed in the coming year and be available to buyers as of 2016.

One-of-a-kind design: Mercedes-Benz Style eyewear collection

In January 2013, Mercedes-Benz Style eyewear collection celebrated their sales launch. The new designs were created by renowned eyewear designer Rodenstock in cooperation with Mercedes-Benz designers. Mercedes-Benz and Rodenstock combine manufacturing know-how, tradition, and high-class quality.

High-end room fragrance systems for exclusive Mercedes-Benz fragrances

The show will also include functional prototypes of a high-end fragrance system for home, hotel, and office that is nearing the series production stage. The technology is based on the AIR-BALANCE package currently available as an option for S and C Class automobiles. The air fragrance system consists of two parts: a glass vial with a function header, and a fragrance generator. When creating the fragrance system, Mercedes-Benz designers were inspired by the shape of the pebbles along the Californian coast. Four luxury scents–DOWNTOWN MOOD, NIGHTLIFE MOOD, SPORTS MOOD, FREESIDE MOOD–created in cooperation with renowned perfumer Marc vom Ende, provide subtle scents that are both mild and unobtrusive. In 2013, the S Class was the first car worldwide to offer an active and customizable fragrance system.

Sporty vision: Mercedes-Benz Vision golf cart

The prototype of this visionary golf cart, created by Mercedes-Benz designers at the Advanced Design Center in Carlsbad, California, is far ahead of its time. Running on an electric motor that draws its power from a solar module integrated on its roof, the cart contains the most modern technology. Almost all of the cart’s functionality can be operated on a touchscreen. The center console contains a multimedia panel with an iPad or iPhone docking station and USB port, enabling communication with other golf carts or the clubhouse. Up-to-date weather reports and rain radar are also available at any time. What’s more, you can write emails or share digital scorecards or pictures and videos of your game directly via social media channels. The interior’s bold design is reminiscent of the sensual purity of the current Mercedes-Benz design. What stands out: the cart has a great deal of storage space. Additional technical innovations make the Mercedes-Benz Vision Cart a unique melding of Mercedes-Benz automobile features with the functionality of a golf cart. In addition to use on the golf course, the visionary golf cart is also entirely roadworthy.

Mercedes-Benz Style is opening a Mercedes-Benz Style exhibition pavilion, with an exclusive gala in the luxury Porto Montenegro marina.  One of the highlights on display will be the final design of the eagerly awaited 14-meter “Gran Turismo” motor yacht, which will be presented at the Monaco Yacht Show at the end of September 2013.  The luxury yacht built by Silver Arrow Marine (SAM) will have its home port in Porto Montenegro, with orders opening at the show.

Interior of the Mercedes-Benz Style EC145 helicopter (cockpit) and Mercedes-Benz Style Leather & Luggage Collection

Since 2010, in addition to classic automobile design, Mercedes-Benz designers have also created the designs for other products in cooperation with selected partners under the label Mercedes-Benz Style. The aim is to transfer Mercedes‑Benz’s unmistakable, progressive design idiom and high standards of luxury and aesthetics to other spheres of life. All the products designed by Mercedes-Benz Style excel with the dynamic and avant-garde design that is a hallmark of the brand, uncompromising quality and the choice of fine materials finished to perfection. The portfolio of Mercedes-Benz Style has products covering the areas of Mobility, Lifestyle, Sport and Interior Design.

14-meter long motor yacht

From 25 to 28 September 2013 Mercedes-Benz Style and Silver Arrow Marine will be presenting the first “Silver Arrow” motor yacht at the Monaco Yacht Show. The seagoing “Gran Turismo” combines typical design features of Mercedes-Benz passenger cars with innovations that were previously unknown in the boatbuilding industry. The Mercedes automobile designers developed the innovative styling and cabin layout in the yacht, formed the exterior and interior and selected the materials and colour combinations. With a length of 14 meters, the new yacht is designed as a crossover. The concept impresses with innovative versatility and intelligent use of space. The motor yacht is suitable for day excursions, but also has sleeping facilities.

Mercedes-Benz Style and Silver Arrow Marines present a model of the first “Silver Arrow” motor yacht

Luxury helicopter from Eurocopter

In 2011 the first product to enter the market was the EC145 Mercedes-Benz Style helicopter from Eurocopter. The interior, which excels with exceptional variability and exquisite materials, was created by Mercedes designers. All the seats are mounted on rails and can be quickly positioned in various arrangements for four to eight persons, or completely removed to make space for luggage. The EC145 Mercedes-Benz Style is tailor-made for luxury-class business and private travel. The first examples of this luxurious helicopter have already been handed over to customers.

In 2011 the Mercedes-Benz Style EC145 helicopter from Eurocopter was the first product from Mercedes-Benz Style to be launched on the market. Mercedes-Benz Style Leather and Luggage.

Exclusive furniture collection

Last year a comprehensive furniture collection followed in collaboration with the Formitalia Luxury Group, one of Italy’s leading manufacturers of designer furniture. The furniture impresses with an aesthetically appealing interplay of dramatic proportions, organically formed contours and flowing lines, creating an extraordinary harmony and lightness. The furniture items appear to be free-floating in space. They are produced by Formitalia and sold worldwide by exclusive furniture stores, showrooms and interior design businesses.

Mercedes-Benz Style Eyewear Collection – Sunglasses

Unique design: Mercedes-Benz Style Eyewear Collection

In January 2013 the spring/summer 2013 Mercedes-Benz Style Eyewear Collection celebrated its sales premiere. The models were developed and designed by the renowned glasses manufacturer Rodenstock in cooperation with Mercedes-Benz designers. Mercedes-Benz and Rodenstock have a common tradition of production know-how and quality at the very highest level.

Mercedes-Benz Style Leather & Luggage Collection

Mercedes-Benz Style Leather & Luggage Collection

For the first time the temporary exhibition pavilion will offer an exclusive preview of the Mercedes-Benz Style Leather & Luggage Collection to be launched in September. The Collection will be gradually expanded further. Mercedes designers created the luggage collection in cooperation with TWC-L’Amy Group, one of France’s leading manufacturers of accessories, jewellery and leather goods. A particular focus was placed on the needs of business travellers.

The Monaco Yacht Show is considered the most prestigious pleasure boat shows in the world, with 500 major companies in the luxury yachting on display and a hundred super and megayachts afloat.  It is the perfect backdrop for Mercedes-Benz Style and Silver Arrows Marine to present their designs for a luxury motor yacht.

The 14-metre-long (nearly 46 ft) seagoing Granturismo combines design elements typical of Mercedes-Benz automobiles with innovations hitherto unknown in the boat industry. The result is a progressive and emotionally appealing luxury yacht featuring the passionate design language of Mercedes-Benz. The yacht also represents the next stage in Daimler’s vision of all-encompassing mobility: along with Mercedes-Benz vehicles on land and the Eurocopter EC145 Mercedes-Benz Style in the air, mobility on water under the aegis of the three-pointed star will also soon now be possible.

The motor yacht is being developed and will be built by UK-registered boat-building company Silver Arrows Marine whose team includes world renowned marine architects Martin Francis and Tommaso Spadolini, between them responsible for some of the most capable and luxurious craft in the world today. The ‘Silver Arrow of the seas’ is due to come on to the market in 2013.

“Giving shape to a boat was an exciting challenge for automotive designers like we are,” said Gorden Wagener, Head of Design Mercedes-Benz Cars, at the presentation of the yacht’s design in Monaco. “Our task was to explore how to apply the Mercedes-Benz design language to the particular proportions and specific requirements of a boat. We wanted to create something special and what we have come up with is indeed unique. The ‘Silver Arrow of the seas’ embodies pure emotion and stands for luxury, style and pleasure.”

The crème de la crème of designers and boatbuilders

The new yacht, styled by Mercedes-Benz designers, is being engineered by the project partner, Silver Arrows Marine. “Silver Arrows Marine is a new brand with the best team of experts for extremely high-end maritime products,” Gorden Wagener said. As well as Martin Francis and Tommaso Spadolini, the Silver Arrows Marine team consists of specialists in all areas of luxury yacht development and construction.

Mercedes-Benz Style and Silver Arrows Marine have been working closely together to implement the designers’ interior and exterior style concepts in line with their precise specifications. The Mercedes-Benz Style team has been involved in the project from the beginning, collaborating with Silver Arrows Marine on the yacht’s innovative layout and use of space, shaping the exterior and interior and choosing materials and colour combinations. Silver Arrows Marine is responsible for the boat’s technical equipment and construction, with the first yacht expected to be launched within a year of the presentation of its design.

On the design collaboration with Mercedes-Benz Style, Silver Arrows Marine Chairman Ron Gibbs said: “It has been a privilege to work with professionals as passionate about design as we are passionate about boats and the sea. I am confident that together we can deliver innovation and elegance in a motor yacht that changes the way people see boats in this class.”

Granturismo in its finest form

At 14 metres in length, the new yacht’s design makes it suitable for a wide range of uses. The innovative versatility and intelligent use of space are particularly impressive. While ideal for a day on the water with friends, the motor yacht can also offer overnight accommodation. The elegant and timeless interior appointments offer a level of comfort and luxury commensurate with the Mercedes-Benz name.

About Mercedes-Benz Style

In addition to their work in the field of automotive design, the designers at Mercedes-Benz have been working since 2010 on a range of designs for other products, in cooperation with selected partners. The first product to come onto the market, in 2011, was the Eurocopter EC145 Mercedes-Benz Style helicopter, the first of which have now been delivered to customers. This was followed in 2012 by an exclusive furniture collection, produced in cooperation with the Formitalia Luxury Group, one of Italy’s leading manufacturers of designer furniture. The Mercedes-Benz Style label encompasses transport-related products as well as furniture and lifestyle products.

About Silver Arrows Marine

Silver Arrows Marine is a collective of internationally renowned marine architects and engineers who are behind some of the greatest luxury motor yachts currently in service. Registered in the UK, Silver Arrows Marine works on an exclusive basis with leading specialists in all fields of luxury motor yacht design, development and construction to build high-end boats that make no compromises in their elegance, functionality and sheer usability.

Mercedes-Benz is bringing their unmistakable styling and high standard of quality to the living room with their latest furniture collection. In collaboration with the Formitalia Luxury Group, one of the leading Italian manufacturers of designer furniture, Mercedes-Benz Style has created a furniture collection consisting of one sofa, a chaise lounge, a dining room table, various chairs, a sideboard, a shelf unit with integrated home theatre system, a chest of drawers and a bed. The collection will be presented at the “Salone Internazionale del Mobile”, April 17 – 22, 2012 in Milan.

“The various pieces of furniture reflect the progressive, dynamic design idiom of our current show cars and concept vehicles, offering an exclusive, emotional experience outside our vehicles as well” says Gorden Wagener, Head of Design at Mercedes-Benz. The interplay between dynamic proportions, naturally stretched forms and curved lines conveys an extraordinary harmony and modern ease. The furniture gives the impression of floating in space.

Before Mercedes-Benz opened the Advanced Design Studio in February 1998, in the Villa Salazar near the shore of Lake Como, Italian fashion designer Gianni Versace produced bow-ties and neckties there. With its contemporary ceiling paintings, long corridors and different terracotta and wooden floors, the villa, built around 1750, is exceptionally inspiring for the 20 designers who work there. This also holds true for the region itself: the famous triangle between the cities of Como, Milan and Turin is a center of fashion and the furniture industry. Traditional crafts are highly valued there – an ideal environment for the Advanced Design Studio and the perfect place to create Mercedes-Benz Styles first furniture line.

The Mercedes-Benz Style furniture collection

Sofa Class (three-seater) MBS 001

Elegant and graceful lines, comfortable upholstery as well as lovingly created seam details and great workmanship: the “Class” leather sofa spreads a timeless and incomparable charm. An offset area in the backrest with rolling lines and artistic stitching accentuates the sofa’s particular dynamism and elegance. The sofa is presented in two colour variants: in black aniline leather with metal legs in matt graphite black; the second in pearl grey leather at the front and night blue leather on the rear and underside, as well as light, brilliant aluminium legs. Dimensions: 240 x 100 x H 70 cm

Dining table MBS 002

The four legs extend from the central aluminium beam like elegantly sculptured spokes. The optical lightness of this construction culminates in a grey-shaded transparent glass plate. The table is available in two frame variants: one in matte graphite black and another in a light satin finish. Dimensions: 248 x 90 x H 73 cm

Chair MBS 003

The futuristic-looking chairs set new standards in terms of shape and material. Through the exciting interplay of convex and concave lines, a dynamic shape is created which gives the chairs a particular air of lightness. A seat shell made of laminated wood ensures for perfect, long-lasting seating comfort. Two chairs will be presented: one with a seating area covered in night blue leather which offers an optical contrast to the grey wooden shell, and another upholstered with black material on the seating area and pearl grey leather-covered wooden shell. Dimensions: 58 x 57 x H 75 cm

Bed MBS 004

In the same way as with the chaise lounge, the bed’s sleek, elegant silhouette is also characterised by the three-dimensional form of the wooden frame. The pedestal in aluminium and the cover, either in material or leather, lend an optical contrast to the wood. The bed will be presented with a light grey wooden shell, light grey leather and contrasting stitching, which complement the grey-blue anodised aluminium frame. Dimensions: 190 x 222 x H 81 cm

Sideboard MBS 005

A well-proportioned, futuristic-looking sideboard on an aluminium frame. The front has a glass door with a surrounding bevel reminiscent of the air intake on a sports car. The sideboard will be presented in two variants: one with a dark grey painted surface and light satin-finish aluminium legs, the second with Mercedes-Benz original paint in indium silver metallic and metal legs in matt graphite black. Dimensions: 230 x 57 x H 72 cm

Chaise Longue MBS 006

The three dimensional formed wooden frame makes for an elegant and sleek silhouette, whilst at the same time, ensures the utmost level of lounge relaxation. The Aluminium pedestal and the cover, available in either material or leather, provide an optical contrast to the wood. The chaise lounge combines opulence and lightness. There are two colour and material variants on show: the first has anthracite-coloured fabric with a natural pattern, natural-coloured wooden shell and metal legs in matte graphite black; the second variant offers a beige leather cover, black wooden shell and light satin-finish aluminium legs. Dimensions: 171 x 80 x H 68 cm

Chest of Drawers MBS 007

The seemingly very light chest of drawers purposefully takes on the design idiom and design elements of the bed MBS 004 and supplements the product range for the bedroom. The chest of drawers will be presented in two variants: one with grey painted body and light grey leather-covered front, and the other with dark blue painted body and light grey open-pore wood front. Dimensions: 230 x 57 x H 72 cm

Home theatre system MBS 008

The system, with its pronounced, mirrored screen, is elegantly integrated into a shelf unit. The painted rear panel supports three wing-shaped wooden shelves. In Milan, the shelf units in Mercedes-Benz original paint indium silver metallic will be combined with a dark grey painted rear panel. Length: 461 cm

Mercedes-Benz Style has officially released there first product: TheEC145 “Mercedes-Benz Style” helicopter from Eurocopter will celebrate its world premiere on May 17, 2011 at the European Business Aviation Convention & Exhibition 2011 or EBACE in Geneva. After showing off in Geneva, the stylish new copter will then be handed over to an unnamed European customer. The EC145 “Mercedes-Benz Style” is tailor-made for luxury-class business and private travel with an interior designed specially by Mercedes-Benz to be versatile and incorporate the finest materials available.

“We are very pleased to have realized the first product of ‘Mercedes-Benz Style’ with Eurocopter,” said Prof. h.c. Dr. Gorden Wagener, head of design at Mercedes-Benz. “The interior design of the EC145 ‘Mercedes-Benz Style’ helicopter represents the classic passion of the Mercedes-Benz design language and fulfils the very highest expectations in terms of elegance, luxury and comfort.”

The luxurious interior design was created in the Mercedes-Benz Advanced Design Studio in the Italian city of Como and is inspired by the luxury-class saloons created by the brand with the three-pointed star. The EC145 “Mercedes-Benz Style” offers deluxe materials, elegant woods, and ambient lighting familiar from the S and E-Class that can be adjusted to a number of different colour and brightness settings, as well as spacious multi-function boxes with various equipment options.

Moreover, the designers have placed a great deal of emphasis on variability. The passenger cabin is incredibly versatile, making the EC145 “Mercedes-Benz Style” ideal for a diverse range of travel needs – from business or family travel, to leisure and sporting trips. All seats are fixed to rails and can be rearranged very easily in a number of different arrangements for four to eight passengers, or removed altogether in order to create space for luggage. The spacious load area also offers a high degree of flexibility with an extensive range of anchoring options on the floor and walls.

“Only one year after Eurocopter presented the EC145 ‘Mercedes-Benz Style’ concept at EBACE 2010, we now are unveiling the first aircraft and can already announce the initial sale to a European corporate operator,” said Olivier Lambert, Eurocopter’s Senior Vice President Sales and Customer Relations. “These achievements confirm Eurocopter’s successful approach in developing products that meet the demanding expectations of executive and private customers worldwide.”

The inventors of the automobile and the inventors of the Aurora Borealis crystal effect today introduce to the market an outcome of their cooperation: a car key upon which more than 200 fine SWAROVSKI ELEMENTS sparkle alongside the Mercedes-Benz star. A limited edition of 800 of these luxurious keys will initially be offered to customers in Japan. The idea of decorating Mercedes-Benz keys with SWAROVSKI ELEMENTS was born in Daimler’s own internal “Business Innovation Community”.

“This cooperation brings together two premium brands that continue to set new standards with their products. Both are synonymous with outstanding quality, creativity and fascinating design, and so complement each other perfectly. We are therefore delighted to have been able to join forces with Swarovski to bring this idea from our staff members to life in very tangible form”, comments Dirk Reimelt, project leader at Business Innovation.

The key design was developed jointly between Mercedes-Benz in Japan and Swarovski in Austria – specifically to suit Japanese lifestyle and fashion tastes. The long sides are both set with crystals, with a choice of pink or black available. The keys are individually and meticulously hand-crafted by Swarovski. This elegant lifestyle and fashion accessory is available to Mercedes-Benz customers in addition to the two standard keys at an additional cost of 367 euros. Following the pilot phase in Japan, it will be checked if the project could be extended to other markets.

Business Innovation: creative incubator for new business ideas

The Daimler “Business Innovation Community” is a Web 2.0 platform on the company’s intranet, where employees from all over the world are invited to put their business ideas forward. Colleagues from other departments and regions then comment on them, evaluate them and develop them further. Established in October 2007, the “Business Innovation Community” now embraces 20,000 members of staff, who have put forward 1,500 business ideas. From among these, so far 58 very promising ideas for the company have been identified and eleven of them initiated through pilot projects in the market. These include projects such as car2go, car2gether, the Mercedes-Benz Driving Academy and Mercedes-Benz Young Classics.

The EC145 Mercedes-Benz Style is the first product in the new Mercedes-Benz Style range. Eurocopter and Mercedes-Benz will be jointly unveiling this luxury model for business and private travel on May 4, 2010 at the European Business Aviation Convention & Exhibition 2010 in Geneva. The EC145 is equipped with comfortable seats made of exclusive materials coupled with sumptuous wood for the floors and ceiling. The interior of the special edition EC145Mercedes-Benz Style helicopter by Eurocopter, a subsidiary of the European Aeronautic Defence and Space Company (EADS), has all the style and luxury one would expect from a Mercedes-Benz car. The interior space has been styled by Mercedes-Benz designers.

Professor h.c. Gorden Wagener, head of design at Mercedes-Benz:

“Eurocopter and Mercedes-Benz are a perfect match. Both are renowned for groundbreaking innovation and trend-setting products. We are delighted to join Eurocopter in unveiling the first product of our new division “Mercedes-Benz Style”. The interior of the EC145 Mercedes-Benz Style, conceived in a styling project led by the Mercedes-Benz Advanced Design Studio in Como, Italy, bears all the hallmarks and passion of Mercedes-Benz style.

The seat upholstery in the cockpit and cabin is available in deluxe materials and a range of colours. A choice of elegant woods can provide luxury underfoot. This overall impression of elegance and style is complemented by a stylish arrangement of wood panels for the ceilings. Ambient lighting borrowed from the E- and S-Class cars can be adjusted and dimmed in various colours.

Multi-functional and fully configurable

But the EC145 Mercedes-Benz Style is not just luxurious; it’s also spacious and extremely flexible. It is the only helicopter in its class that can seat up to eight passengers. For the cabin layout, Mercedes-Benz opted for a modular approach inspired by its new R-Class range. All seats are mounted on rails and can be quickly and easily reconfigured or removed to make room for luggage. There are also three multi-function boxes with features such as a cool box, cup holder, table, 15-inch monitor and DVD player. The interior offers supreme flexibility for both business and private travel: in the partition wall which separates the cockpit from the cabin, extra storage space is provided by drawers.

Mercedes-Benz has made multi-purpose storage a feature of the tail as well. Whether it’s golf clubs for a day on the links with business partners or bikes and surfboards for a family holiday, the high-capacity luggage compartment has numerous attachment points on the floor and walls.

The partition between the cabin and the cockpit has fully retractable windows. Just like the R-Class car that inspired it, the Eurocopter EC145 Mercedes-Benz Style is the most versatile and spacious model in its class.

“Eurocopter’s cooperation with Mercedes-Benz brings together the world’s leading producer of corporate and business helicopters with the automobile manufacturer that sets global standards for luxury and style,” said Olivier Lambert, Eurocopter’s Senior Vice President for Sales and Customer Relations. “By combining the expertise of both companies, we are uniting creativity, performance and precision engineering to giving the EC145 Mercedes-Benz Style its exceptional character and unmistakable personality.”

The designers at Mercedes-Benz will be styling other products in the future, in addition to creating beautiful and classic automotive designs. The portfolio of the newly established “Mercedes-Benz Style” division will comprise not only of transport-related products, but also furniture and lifestyle products as well as industrial design.

“Our unique design expertise is appreciated throughout the world. We have therefore decided to establish the Mercedes-Benz specific styling outside the automotive field too – and so far we have met with a very positive response from a great number of manufacturers in a variety of sectors”, explains Professor h.c. Gorden Wagener, Head of Design at Mercedes-Benz. Currently the Mercedes-Benz designers are working on styling the exclusive interior appointments of a helicopter, and also the spectacular exterior design of a luxury yacht. The helicopter will be presented as the first product at the European Business Aviation Convention & Exhibition 2010 (EBACE) in Geneva on May 4, 2010.

“Mercedes-Benz Style” undertakes both commissioned work, for which the rights to the styling service are sold to the product manufacturer, and also the allocation of design licences – in which case a product manufacturer will be granted the right to use the styling, but all rights to the styling remain with Mercedes-Benz. In both alternatives it is upon the manufacturer’s discretion whether to label its product with the designation “Mercedes-Benz Style”.”Whether we are dealing with commissioned work or will grant licenses, basically the same principle applies: the product and the manufacturer must both match our premium standards and represent innovation, as well as trend-setting, enduring style”, explains Gorden Wagener. Just as in the automotive field, the designers place great value on brand-typical, passionate styling for “Mercedes-Benz Style”.

The Mercedes-Benz design division has its headquarters in Sindelfingen, Germany, where a modern design building was completed in 1998 in the vicinity of the Mercedes-Benz Technology Center. In addition there are also four international Advanced Design Studios, located in Italy, Japan, China and the USA. Around 400 members of staff from approximately 20 different nations are employed to undertake a number of different roles relating to the future of design at Mercedes-Benz, and they also provide a wide variety of cultural input into aspects of the design phase. The different cultures help to ensure a diversity of style, which is necessary in order to recognise where automotive design trends are heading years in advance, and also how customer requirements may develop.

Interview with Professor h.c. Gorden Wagener, Head of Design at Mercedes-Benz, about the background and objectives of “Mercedes-Benz Style”.

Mr Wagener, with the launch of “Mercedes-Benz Style” you are breaking new ground, venturing away from pure automotive design into the styling of other products, such as furniture, aircraft and boats. What has prompted you to take this step?

With “Mercedes-Benz Style” we are in no way entering into new territory. In the past, our design team has already styled such products as watches and interiors, as well as numerous products for Mercedes-Benz Accessories. Mercedes-Benz design stands for innovation, and trend-setting, enduring style. We know that manufacturers outside of the automotive field are also interested in this expertise. Also we are determined to establish our specific styling in its uniqueness as a brand in other product areas – either by selling a new design or by granting a license. At the same time this field of activity will in turn have its own inspirational effect by helping to extend the creative spectrum of our own designers. “Mercedes-Benz Style” therefore represents a logical progression of our area of responsibility.

Do you and your designers have the expertise to make a successful move outside the field of automotive design?

Automotive design is undoubtedly one of the supreme disciplines of industrial design. Almost no other product is as complex and combines so many different disciplines to create a look and feel for the product. Our design division has all of the necessary expertise in more than ample measure, and has benefited from such skills for many years. We have fashion and textile designers, product designers and typographers all working together for us. And don’t forget that alongside “classic” interior and exterior design, we also count colour and trim, industrial/interface design and even graphic design among our responsibilities. On top of this there is also our unique international positioning. We have five Advanced Design Studios on three continents. Our workshops and computer aided design (CAD) departments are also able to provide all manner of realisation options – from sketches and project management right through to the production of full-scale models.

How big is the “Mercedes-Benz Style” team? Are these designers now working exclusively on other products instead of cars?

Our structure enables us to work in a flexible manner and to put together a specific project team for each customer and partner which is the best possible match for styling their product. In addition to a fixed core team, the entire creative potential of our department will be available for the respective styling job. It is precisely this open design culture, in which each designer works without being limited by boundaries, which accounts for our quality. Of course Mercedes-Benz vehicles will also continue to be the main area of activity of our department in the future.

What are your plans in detail? What actual products have you already designed?

We are already involved in concrete projects with several premium manufacturers in a variety of sectors. This has resulted in the creation of some exciting products in the industrial design field as well as in the transport sector. One of the first products, a helicopter, for which we worked on the interior, will be presented at the European Business Aviation Convention & Exhibition (EBACE 2010) in Geneva on May 4, 2010.

In which product areas or sectors do you intend to be actively involved? Is there anything you would not style?

In accordance with the original meaning of our trademark the “Three-Pointed Star” – mobility on land, on water and in the air – it is possible that the portfolio of “Mercedes-Benz Style” will include the styling of boats, aircrafts, helicopters and other transport products. Other products, such as furniture, and industrial as well as lifestyle products, will complement our area of activity. The deciding factor is that both the product and the manufacturer match our exclusive design and brand standards.

Do you intend to style all of the products on your own initiative or will you work with well-known partners?

Basically our service portfolio comprises an entire range of expertise from styling outline through to model creation. In individual cases, however, cooperation with creative people in other disciplines, such as architects or fashion designers, can be very inspiring. But the aim is still to achieve a high-quality end product.

How do you choose partners? What criteria do you stipulate for this?

Our business partners have to go with our own high standards in terms of design, innovation and quality. As part of this, we are just as interested in aspiring, innovative, young companies as we are in successful, established manufacturers. We believe in quality not quantity!

What is your sales strategy?

Our sales strategy is oriented not only towards the relevant business partner but also towards the product. There can be no standard solution.

Mercedes-Benz already has a comprehensive range of accessories which are sold through Mercedes-Benz Accessories GmbH. How does this differ from “Mercedes-Benz Style”?

Mercedes-Benz Accessories GmbH is already one of our customers for product design, and in a manner of speaking is a customer within our own “family”.

Mercedes-Benz car design has a long tradition comprising a multitude of pioneering icons. Where do you see “Mercedes-Benz Style” in five years’ time?

We will progress one step at a time, create the look and feel of a range of products each year and launch them on the market together with our respective partners. As always, however, car design will remain our core business.

What will “Mercedes-Benz Style” contribute to the Mercedes-Benz brand itself? Do you expect there to be some influence on your core business, namely vehicle design?

Design creates connections across disciplines and sectors. Styling something is a creative process which comes to life as a result of new impulses. Our work under the “Mercedes-Benz Style” label will also represent an inspiration for our automotive design work – and of course vice-versa.