Mercedes-Benz is expanding its range of exclusive brand dealerships and has opened another AMG Brand Center in Germany on September 18, 2025 – after Essen, this is the second location in the country.
The newly built center on Friedrich-Ebert-Damm in Hamburg-Wandsbek offers a comprehensive brand and product experience on two floors and more than 1,400 square meters of space. Visitors can explore the full world of Mercedes-AMG here – from current models and limited editions to exclusive services.
„With the new AMG Brand Center in Hamburg, we are making a clear statement of our connection with customers in northern Germany. Here, we combine exclusive architecture, fascinating vehicles and tailor-made services to create a holistic brand experience. Our aim is to make the Mercedes-AMG brand tangible in all its facets – and at the same time to offer our customers a place for exchange, inspiration and individual support at the highest level.”
Matthias Kallis, Chairman of the Management Board of the Mercedes-Benz branches in Hamburg and Northern Germany
The AMG Brand Center Hamburg stands for service quality characterized by passion, competence, and precision. A special element is the glazed dialogue reception area with an integrated lifting platform on the ground floor. It offers customers the opportunity to inspect their vehicle together with an AMG service advisor and discuss technical details.
The offer is complemented by a shop with high-quality AMG accessories, a cooperation with the Swiss watch manufacturer IWC Schaffhausen, and an integrated café bar as a stylish meeting point.
Exclusive architectural concept for an intensive brand experience
The architectural concept incorporates elements of the AMG design language, making the dynamics and exclusivity of the brand evident from the outside: The building facade impresses with its extraordinary appearance featuring recurring 52° angles, which echo the iconic AMG logo. Indirect lighting with red LED light strips is reminiscent of the lines of racetracks.
A special highlight is a twelve-meter-wide and three-meter-high panoramic corner window on the upper floor, which opens up the view of selected exhibition vehicles. The characteristic AMG brand architecture is consistently continued inside the building as well.
Subtle shades of gray, purist exposed concrete walls and special stone carpet with racing asphalt appeal create the stage for the up to twelve exhibited performance models in the innovative showroom.
Mercedes-Benz AMG Brand Center Grand Opening Event
On September 18, 2025, the opening of the AMG Brand Center Hamburg was celebrated with a festive grand opening, attended by around 250 invited guests from the public, business, and cultural sectors.
Presenter Rebecca Mir, with her presence and experience, guided the audience through the evening. The band “everso” and singer and entertainer Tom Gaebel, who has been successful on international stages since 2004, provided the musical accompaniment.
With his unmistakable style, the multiple Jazz Award winner combines classic big band sounds with the ease of easy listening, captivating the audience in Hamburg.
Top chef Cornelia Poletto provided catering for the guests. Special highlights of the event included the presentation of rare show cars – including the Mercedes-AMG GT3 Edition 130Y Motorsport, an AMG F1 Safety Car, the AMG ONE as well as the Mercedes-AMG PureSpeed.
AMG Brand Center
Mercedes-Benz operates various AMG Brand Centers in central locations around the world – including Tokyo, Toronto, Shanghai, and Essen. With Hamburg, another important location in Germany is now added.
AMG Brand Centers are exclusive locations where the performance and sports car brand from Mercedes-Benz is showcased within a dedicated experiential environment. In addition to the exhibition of current AMG models, they offer opportunities for individual vehicle configuration, test drives, and personal advice from specially trained AMG experts.
Architecturally, each Brand Center follows a uniform design concept that visibly reflects the brand’s dynamism, precision, and identity.