Mercedes-Benz steps into the world of property with latest venture
By Kyle Lindsay
Wednesday, October 14, 2015 - 17:30
In a first for the company, Mercedes-Benz is entering the residential property market by collaborating with the Frasers Hospitality Group to bring its expertise in cutting-edge design and innovative technologies to luxury rental apartments.
The pilot project ‘Mercedes-Benz Living @ Fraser’ will allow visitors to Kensington in London to book six serviced apartments from November. A further nine apartments will follow at the beginning of next year in Singapore.
The choice of furniture and accessories used in the apartments, as well as the colours and lighting concepts, bear the signature of the Mercedes-Benz Style designers, bringing elements from the car into the living space.
Design partners have helped to come up with individual pieces within the living area such as the bespoke, sparkling ‘S-shaped’ Swarovski crystal chandelier above the dining table and the Burmester surround sound system. Alongside these concepts is the sculptural ‘Black Magic Wall’, reminiscent of the feature lines of a car.
This media wall with integrated smart TV allows occupants of the apartments to go online at any time and use the Mercedes me smart TV app where guests can 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.
Wilfried Steffen, Head of Mercedes-Benz Business Innovation department said: “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. That’s exactly what we want to offer them – and at the very highest level and with the perfection and quality that you would expect from Mercedes-Benz.”
Inspired by the interiors of the company’s current luxury car range, the team at Mercedes-Benz Style designed the 50 to 100m² apartments together with experts in hospitality décor, marrying style and comfort. The results adhere steadfastly to the Mercedes-Benz design philosophy of ‘sensual purity’, offering the convenience, workmanship and high-quality materials associated with the brand.
These exclusively-appointed serviced apartments are aimed at business travellers and individuals who seek a premium home-from-home. The project is based on an idea by the Business Innovation department, Daimler’s think tank that is tasked with identifying new areas of business.
Gorden Wagener, head of Design at Daimler AG explained: “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. 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.”
He continued: “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 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.
Mr Choe Peng Sum, CEO Frasers Hospitality Group added: “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”
Once the pilot phase is successfully concluded in spring 2016, Mercedes-Benz will look to rapidly expand the ‘Mercedes-Benz Living @ Fraser’ concept to other cities.