Mercedes-Benz pops up at intu

Mercedes-Benz has launched a pop-up store at intu Lakeside, giving customers the chance to get behind the wheel and see its latest collection.

Open until 29 May, the pop-up store features an array of Mercedes-Benz and Hugo Boss merchandise, including MERCEDES AMG PETRONAS Formula One™ teamwear.

Customers also have the chance to compete for the fastest lap in a Formula One™ Simulator and test drive a selection of vehicles from intu Lakeside’s car park. The immersive experience allows customers to play and discover the brand further through a digital playground and discuss their motoring needs with staff.

Rebecca Ryman, regional director of intu, said: “More and more car brands are seeing the benefit of bringing their brands into new high footfall areas such as shopping centres. These immersive brand experiences bring something unique to the retail mix, helping to surprise and delight our customers and encouraging them to stay with us for longer. Recent research suggests that a high percentage of all major car purchase decisions are made by females – which fits perfectly with intu Lakeside’s key demographics. In the future we could well be buying our cars alongside a new pair of shoes and a trip to the cinema, as the trend continues.”

This latest pop-up follows the recent announcement from SEAT, which is targeting intu Lakeside’s annual footfall of 25 million customers with its permanent retail unit in the centre. More and more traditional large-format retailers like DFS and Sharps Bedrooms as well as car manufactures like SEAT and Mercedes-Benz are miniaturising their traditional large format stores by taking smaller space at intu centres to get access to intu’s high footfall of customers.

 

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