Making Brand identity visible in architecture – this was the task given to Gellink + Schwämmlein Architects by AMG, the high performance division of Mercedes. The standalone dealers – which for the first time ever will exclusively display and sell Mercedes-AMG vehicles – need to be highly visible and widely recognizable. It was therefore necessary to develop a strong sense of form and materiality so that the brand become instantly recognizable even without logos, whilst also reflecting the values of the company itself. Following the initial design phases – and with specific considerations given for the Japanese market - AMG Stand Alone was designed at 2016 in the Setagaya district of Tokyo, Japan. Keeping with the AMG brand values of speed and precision, the building combines a dynamic exterior façade set on a monolithic base that gives it immediate visibility and a strong presence on the streetscape. The façade itself is composed of white metal sections that are overlayed by strong black panels, forming a relief on the façade. The façade elements are arranged at a specific angle corresponding to that of the brand logo, imparting a feeling of movement. The block solid walls of the ground floor are set back from the building envelope of the upper floor, this dominant detail giving the building its dynamic, floating form. At night the facade comes to life through the interplay of white and deep red LED lighting. The red accents frame the black panels, while the white LED lines emphasize the horizontal character of the building. The façade is open to the street in only a few places, drawing the viewer into the interior. The „eye“ window on the upper floor offers a special insight, where a “hero vehicle” is placed on full view to the passing public, elegantly framed by the building façade. At this point, the building and the performance brand merge together and become and inseparable entity. The customer carparks are located at the rear of the showroom and reached through the tunnel-like driveway with its own accent lighting. From this point on, the visitor is moved from the building proper into the AMG world. The interior is staged to give the feel of a real motorsport situation, with a minimalist approach to internal elements. This allows for more flexible and versatile uses, the lounges and other small areas offering different possibilities for seller-client discussions. AMG’s trademark „driving performance“ remains the dominant feature of the new showrooms, having already played a role in the modernized company buildings at AMGs Affalterbach assembly plant – these also having come from the pen of Gellink + Schwämmlein Architects.
Gellink + Schwämmlein Architects is an arhitectural firm based in Stuttgart, Germany. Established in 2004, we have gained recognition from various clients through the implementation of brand identity projects.
Our company roots are planted firmly in corporate architecture. Our goal is always to create a „built identity“ that should become a valuable and recognisable part of the corporate design for the respective company.
We achieve this through an early exchange of ideas and intentions, and by actively maintaining the cooperation of all involved.
In addition to the identification of the employees with company, the recognisability of the design and the connection to the products are among what we consider to be the defining elements of corporate architecture. We create architecture with identity.