In a landmark moment for the automobile brand, Maybach recently opened its maiden brand centre in the heart of Seoul’s Gangnam-gu district. Located in Apgujeong, this five-storey building (four floors above ground and one basement level) is operated by one of South Korea’s leading Mercedes‑Benz and Mercedes‑Maybach official dealers, HS Hyosung The Class. Notably, South Korea is Maybach's third-largest market globally.
Drawing inspiration from traditional Korean architecture, the building, developed in close collaboration with Mercedes‑Benz Chief Design Officer Gorden Wagener, features a pleated façade. It even has a curved interior lines that evoke the flowing structure of the hanbok, while its wide-open interior spaces reflect the spatial philosophy of hanok houses. A tranquil garden area and curated barista service further elevate the guest experience. A signature scent unique to the centre enhances the multi-sensory journey.
Currently operating on a reservation-only basis, each level of this brand centre is distinct: vehicle display zones, a delivery handover area, a VIP entrance with valet, a Maybach Manufaktur customisation studio, and a fully integrated service workshop on the lower level. Cumulatively, the building is spread across a total floor area of 2,795 square meters. The official website also notes that "highly specialised sales consultants are expertly at customers’ service should they wish to buy a car." To assert this, two private consultation areas (salons privés) have been designed for privacy and exclusiveness. In addition, there are also publicly accessible areas for passers-by.
As part of its reservation-only entry, upon entering The Maybach Brand Centre, a dedicated sales consultant and product specialist welcomes guests. From bespoke membership programmes and discreet valet service to curated F&B offerings, every detail is crafted exclusively for Maybach owners. A dedicated call centre supports members, while service appointments are orchestrated in advance, ensuring individual preferences are understood and flawlessly executed.
The opening of the centre was marked by the unveiling of the exclusive Mercedes‑Maybach SL 680 Monogram Series, a two-seat convertible reflecting sporty elegance, and the Silver Lining Edition across the Mercedes‑Maybach S‑Class, GLS, and EQS SUV models. The latter is limited to just 12 units globally and includes bespoke detailing, vehicle badges, and exclusive key box gifts. Guests were also treated to a viewing of the legendary 1932 Maybach Zeppelin DS 8, celebrating the brand’s longstanding legacy.
Since its official entry into the Korean market in 2004, Mercedes‑Maybach has sold over 10,000 vehicles in the country, making South Korea one of its top three global markets. In 2022, the first Maybach Atelier opened in Shanghai. Subsequently, the brand has successfully inaugurated exclusive Maybach Lounges in metropolises in different key markets. Recently, new lounges were opened in New York City and Vienna. But Seoul takes a different turn by offering a bespoke experience. For those who seek craftsmanship, personalisation, and elegance, this Maybach Brand Centre is an invitation to indulge in a world curated entirely around you.
