First-Ever Maybach Atelier Opens In China Showcasing Virgil Abloh's Unique Project

Oct. 24, 2022 7:41 AM ET by Jarryd Neves Luxury / Comments

The ultra-luxury showroom takes the concept of a dealership to the next level.

Wealthy Maybach customers in Shanghai will no longer have to queue alongside poor A-Class customers anymore, as the ultra-luxury subsidiary has launched its first-ever Maybach Atelier in the bustling Chinese metropolis. An exclusive event marked the opening of the luxurious showroom, with the city's leading investors, artists, and customers invited to soak up contemporary Chinese arts, music, and culture.

Three impressive automobiles served as the main attraction. A Manufaktur-designed Mercedes-Maybach S650 was joined by the Maybach by Virgil Abloh, a wheeled tribute to the late fashion and design icon. His unique Project Maybach show car was also on display, looking fresh after a recent appearance in Drake's music video for his single, Sticky.

Equipped with the Burmester high-end 4D Surround Sound system and Dolby Atmos, the Maybach by Virgil Abloh allowed guests to sample the superb in-car audio. Elsewhere, the Manufaktur-fettled S650 showcased Maybach's myriad personalization options. The Maybach Atelier will serve as a high command for the brand, with monied Shanghainese customers able to visit the dedicated space to tailor-make the ideal Maybach vehicle.

"Building on Mercedes-Maybach's global success over the years, especially in China, it is only natural for us to open the world's first Maybach Atelier in Shanghai. Here, we are bringing Chinese customers the finest experience through Maybach's utmost attention to detail and state-of-the-art technology," said Jan Madeja, President & CEO of Beijing Mercedes-Benz Sales Service.

China remains the most important market for the German giant, with top-end models selling surprisingly well in the Land of the Red Dragon. In fact, China is Maybach's biggest market. While the styling of later models leans toward ostentatious tastes, automotive designer Frank Stephenson said this caters to the target market.

"Maybach wants to express wealth through footprint, how big the object is...the Chinese market is a younger market, which is not bashful about showing its wealth, and the Maybach certainly does that," he remarked.

However, that doesn't mean the brand isn't planning on targeting other wealthy audiences: multiple Maybach Ateliers are planned to pop up by 2030.

"With the Maybach Atelier, we continue to build on the brand's pioneering aura and creator DNA to develop unique moments, in alignment with our customer's lifestyles. With this new, dedicated retail concept we celebrate artistic interpretations of how we elevate the Maybach excellence to magic, creating moments that represent the brand's rich heritage and progressive future", said Daniel Lescow, Head of Mercedes-Maybach.

Mercedes-Maybach isn't the only marque to have high-end dealerships. Rival brand Rolls-Royce recently opened its updated Mayfair showroom, considered to be the crown jewel of the group's retail network.