Leading UAE-based business conglomerate, Gargash Group, and the performance luxury car brand, Mercedes-AMG, today announced the opening of the world’s first standalone AMG Store in Dubai.

The ‘hybrid retail’ concept store located in City Walk sets a new benchmark for the AMG brand experience in Dubai as it seeks to create a unique lifestyle experience in one of Dubai's most exciting urban precincts.

It features a showroom, boutique, and F&B where enthusiasts can test drive a broad range of the latest top-end Mercedes-AMG models, purchase an exclusive selection of high-quality lifestyle accessories, and enjoy its signature F&B offering including the premier AMG Kaffeehaus.

The architecture of the newly launched AMG Store extends beyond the familiar and established design features of the AMG Brand Centres by introducing a series of individual elements that emphasise the unique character of the format.

To mark the opening, a media preview event was held followed with a VIP inauguration ceremony. In addition to this, a large convoy of AMG vehicles will travel through Sheikh Zayed Road and take over the main streets of City Walk tomorrow.

The two-day celebrations are being attended by VIP guests, AMG customers, high end influencers from Dubai and celebrities including the globally recognised former F1 driver David Coulthard.

Shehab M Gargash, MD & Group CEO of Gargash Group, said: “The opening of the World’s first AMG Store in Dubai highlights the strong relationship between Gargash and Mercedes-AMG. The launch of our first standalone AMG Store with its unique lifestyle format is a significant addition to our well-developed UAE network offering an exclusive brand experience to AMG lovers.”

Matthias Lührs, Head – Region Overseas of Mercedes-Benz Cars, said: “The opening of the new AMG Store is a fundamental step forward into the future of performance luxury, which is what Mercedes-AMG stands for. With this store, we are proud to further reinforce our long-standing partnership with Gargash Group, who have been strong allies in our Middle Eastern success. This opening helps us expand our well-developed network in the UAE even further, not only offering an exclusive brand experience to AMG lovers, but also helping customers closely interact with our top-end line-ups, to further reinstate Mercedes-Benz's position as the world’s leading luxury car manufacturer.”

Kay Pagenkopf, Head of Retail and Brand Strategy & Brand Experience, Mercedes-AMG GmbH, said: “Mercedes-AMG stands for performance luxury at its best, and the new AMG Store is a remarkable representation of that offering. We are grateful to our partners Gargash Group for committing to this vision and bringing it to life. The store sets a new benchmark for our product and brand experience to ensure future growth and competitiveness, while making our top-end line up more accessible to a wider audience. It combines performance and luxury together in an entirely new and holistic experience of both the product and brand for our customers.”