The world's first Maybach Atelier has opened in Shanghai on 21 October 2022. An exclusive opening event was held, themed 'Heritage with Innovation', wherein investors, artists and customers were invited to experience the brand's elements in connection with contemporary Chinese 'rites' such as the arts, music and culture.
An art exhibition, which opened officially at the Shanghai Fosun Art Centre, was curated to express the Mercedes‑Maybach brand and Manufaktur label.
The Shanghai Atelier will be the first of many more Maybach Ateliers to come The Exhibition saw Maybach collaborate with three Chinese artists on individual installations that spanned the mediums of paper cutouts, ink graffiti and immersive digital. Maybach cars were presented over the course of the event, which included the Project Maybach show car and the Mercedes‑Maybach S680 by Virgil Abloh.
Maybach states that the Shanghai Atelier is the beginning, as more Maybach Ateliers and other brand dedicated retail formats will open around the world over the coming years through to 2030.
In tandem with the Atelier launches, sales channels and concepts will evolve to create further awareness for the brand within the Mercedes portfolio.
An art exhibition, which opened officially at the Shanghai Fosun Art Centre, was curated to express the Mercedes‑Maybach brand and Manufaktur label.
Maybach states that the Shanghai Atelier is the beginning, as more Maybach Ateliers and other brand dedicated retail formats will open around the world over the coming years through to 2030.
In tandem with the Atelier launches, sales channels and concepts will evolve to create further awareness for the brand within the Mercedes portfolio.
