HAMBURG: Mercedes-Benz has opened another AMG Brand Centre in Germany.
The newly built AMG Brand Centre on Friedrich-Ebert-Damm in Hamburg-Wandsbek is the second location in the country, after Essen.
It offers a comprehensive brand and product experience on two floors and more than 1,400 sq meters of space.
Visitors can explore the full world of Mercedes-AMG here – from current models and limited editions to exclusive services.
"With the new AMG Brand Center in Hamburg, we are making a clear statement of our connection with customers in northern Germany," said Matthias Kallis, who is chairman of Mercedes-Benz branches in Hamburg and Northern Germany.
The opening of the AMG Brand Centre Hamburg was celebrated with a festive grand opening on Sept 18, 2025, attended by around 250 invited guests from the public, business, and cultural sectors.
A special element is the glazed dialogue reception area with an integrated lifting platform on the ground floor.
It offers customers the opportunity to inspect their vehicle together with an AMG service advisor and discuss technical details.
The offer is complemented by a shop with high-quality AMG accessories, a cooperation with the Swiss watch manufacturer IWC Schaffhausen, and an integrated café bar as a stylish meeting point.
The architectural concept incorporates elements of the AMG design language, making the dynamics and exclusivity of the brand evident from the outside: The building facade impresses with its extraordinary appearance featuring recurring 52-degree angles, which echo the iconic AMG logo.
Indirect lighting with red LED light strips is reminiscent of the lines of racetracks.
A special highlight is a 12-metre-wide and three-metre-high panoramic corner window on the upper floor, which opens up the view of selected exhibition vehicles.
The characteristic AMG brand architecture is consistently continued inside the building as well.
Subtle shades of gray, purist exposed concrete walls and special stone carpet with racing asphalt appeal create the stage for the up to 12 exhibited performance models in the innovative showroom.
Mercedes-Benz operates various AMG Brand Centres in central locations around the world – including Tokyo, Toronto, Shanghai, and Essen.
