In a first for the company, Mercedes-Benz is entering the residential property market by collaborating with the Frasers Hospitality Group to bring its expertise in cutting-edge design and innovative technologies to luxury rental apartments.
The pilot project ‘Mercedes-Benz Living @ Fraser’ will allow visitors to Kensington in London to book six serviced apartments from November. A further nine apartments will follow at the beginning of next year in Singapore.
The choice of furniture and accessories used in the apartments, as well as the colours and lighting concepts, bear the signature of the Mercedes-Benz Style designers, bringing elements from the car into the living space.
Design partners have helped to come up with individual pieces within the living area such as the bespoke, sparkling ‘S-shaped’ Swarovski crystal chandelier above the dining table and the Burmester surround sound system. Alongside these concepts is the sculptural ‘Black Magic Wall’, reminiscent of the feature lines of a car.
This media wall with integrated smart TV allows occupants of the apartments to go online at any time and use the Mercedes me smart TV app where guests can discover the world of Mercedes-Benz and its products and services on their own terms or to use the connectivity and entertainment features. Other apps designed by partners and transport providers will be available depending on what is on offer at the location.
Wilfried Steffen, Head of Mercedes-Benz Business Innovation department said: “More and more people are permanently on the move. They live and work in unfamiliar cities where they are looking for a ‘home away from home’ and a sense of security. That’s exactly what we want to offer them – and at the very highest level and with the perfection and quality that you would expect from Mercedes-Benz.”
Inspired by the interiors of the company’s current luxury car range, the team at Mercedes-Benz Style designed the 50 to 100m² apartments together with experts in hospitality décor, marrying style and comfort. The results adhere steadfastly to the Mercedes-Benz design philosophy of ‘sensual purity’, offering the convenience, workmanship and high-quality materials associated with the brand.
These exclusively-appointed serviced apartments are aimed at business travellers and individuals who seek a premium home-from-home. The project is based on an idea by the Business Innovation department, Daimler’s think tank that is tasked with identifying new areas of business.
Gorden Wagener, head of Design at Daimler AG explained: “As in our vehicles we have combined sensual surfaces and clean lines with intelligent high-tech functionality in order to create a perfectly conceived world of modern luxury that promotes wellbeing and relaxation. All the appointments display the hallmarks of Mercedes design. The overarching concept unites flowing lines with sculptural furniture, blending seamlessly into an organic whole. Innovative media and entertainment technologies offer a multi-sensory experience.”
He continued: “The designers at Mercedes-Benz Style have succeeded in recreating the ambience and spaciousness of a Mercedes car in luxury serviced apartments. Their goal is to give the occupants a sense of Mercedes-Benz exclusivity.”
The serviced apartments are operated and marketed exclusively by the Frasers Hospitality Group. The apartments in London can be booked from mid-November at http://www.frasershospitality.com/en. In Singapore they will be ready for their first occupants in the first quarter of 2016.
Mr Choe Peng Sum, CEO Frasers Hospitality Group added: “Frasers Hospitality is delighted about this partnership with Mercedes-Benz to create Mercedes-Benz Living @Fraser – where our guests can now choose to experience exclusive bespoke modern luxury living – door to door”
Once the pilot phase is successfully concluded in spring 2016, Mercedes-Benz will look to rapidly expand the ‘Mercedes-Benz Living @ Fraser’ concept to other cities.
Details on the apartments:
The six London apartments, which are located in Kensington, have around 100 square metres of space that includes a generously proportioned living and dining area, a fully fitted kitchen and two bedrooms. The nine apartments in Singapore will have around 50 square metres of living space. The choice of furniture and accessories as well as the varying colour and lighting concepts clearly bear the signature of the Mercedes-Benz Style designers. Furniture elements that would typically be separate instead form a seamless whole, creating new, self-contained spaces. Contrasts are used intentionally to create visual interest, while a blend of free-form shapes and geometry produce an aesthetically accomplished composition. This is exemplified by the ‘Black Magic Wall’. This media wall with integrated smart TV and high-gloss black finish has a cool technical appearance that creates an intentional contrast to the historical Kensington Street in which the apartments are located. It blends seamlessly into the beautifully designed sideboard, above which there is a sculptural element reminiscent of the feature line of a car.
The sofas in the living area boast new and unusual proportions. Their shimmering silver covers give them an assured and sculptural look, while the generous shapes and sensual feel of the luxurious velour make them incredibly comfortable to sit or lounge on. Above the dining table is a sparkling Chandelier with crystals from Swarovski designed especially for the apartments. Its crystals are reflected in the glass of the table top in the shape of a curved S – for Swarovski or S-Class. This creates a captivating lighting mood in the room. The ambient lighting behind the media wall and the sideboard also convey a sense of warmth and cosiness. The exclusive Burmester sound system adds an additional highlight to the living and dining area. It combines significant design features with exquisite listening pleasure. The signature of the Mercedes-Benz designers can also be found in the sleeping area. The bed’s headboard appears to flow seamlessly into the silver bedside tables and carpet. The base is set in slightly from the frame, making the bed look like it is floating. Ambient lighting and an integrated lamp at the head of the bed ensure an optimum level of illumination.
Smart TV app – always connected with the world:
The Mercedes me smart TV app on the media wall allows guests to discover the world of Mercedes-Benz and its products and services on their own terms or to use the connectivity and entertainment features. Other apps designed by partners and transport providers will be available depending on what is on offer at the location. With its new apartments Mercedes-Benz has taken a huge step forward in its aim of bringing together ‘home’ and ‘away from home’.
About Business Innovation:
Daimler’s Business Innovation department is a future-focused ideas workshop tasked with addressing current trends, studying social, cultural and technological developments and enriching the core business of automobile production with creative solutions and business ideas. Numerous pilot projects initiated in recent years have led to the establishment of successful corporate units such as car2go and the Mercedes-Benz Driving Academy. Business Innovation has teams all over the world. As well as at the headquarters office in Stuttgart, they are to be found in Istanbul, São Paulo, Buenos Aires, Beijing and Sunnyvale, California.
About Mercedes-Benz Style
Since 2010, in addition to classic automobile design, Mercedes-Benz designers have also created the designs for other products in cooperation with selected partners under the label Mercedes-Benz Style. The aim is to transfer Mercedes‑Benz’s unmistakable, progressive design idiom and high standards of luxury and aesthetic appeal to other spheres of life. All Mercedes-Benz Style products stand out through the dynamic and avant-garde design that is a hallmark of the brand, uncompromising quality and the choice of fine materials finished to perfection. The portfolio of Mercedes-Benz Style includes products from the areas of transport, lifestyle, sport and interior design.
About Frasers Hospitality Group
The Frasers Hospitality Group is a division of Frasers Centrepoint Limited in Singapore. It is one of the leading providers of luxury serviced apartments in Europe, North Asia, South East Asia, the Middle East and Australia. Since it was founded in 1998 the company has grown from an initial 412 apartments in Singapore to more than 16,000 residences worldwide. Frasers is continually setting new standards in the global hospitality industry, for which it receives numerous prizes and awards. An overview of its portfolio can be found at www.frasershospitality.com.