The German car giant announced at the end of 2015 that it planned to build a multi-level ‘cars-and-coffee’ space within a new $100 million complex now nearing completion on the site of the former Rialto Towers forecourt.
Mercedes-Benz opened its first me concept store three years ago in Hamburg. It now occupies spaces in Beijing, Hong Kong, Milan, Moscow and Tokyo.
Rialto Towers is co-owned by a branch of the Grollo family and the Kuwait government backed St Martins Properties. The new five-level, 8000 square metre complex will wrap the south-east corner of King and Collins streets and also include office space, part of which JLL’s Nick Drake leased to infrastructure firm Plenary Group last year.
The Mercedes me space will operate as a casual entertainment area during the day and an event and entertainment area at night – available to rent for things like product reviews, movie screening, fashion shows and live music.
Mercedes-Benz will also use the space for vehicle presentations and digital interactions, the company’s Horst von Sanden said, when revealing the project with Grollo executive Lorenz Grollo, two years ago.
Salvatore Malatesta, operator of the renowned St Ali restaurant chain, will provide food and drink to the new Rialto development, including Mercedes me.
“Set up as an inner city concept, Mercedes me Melbourne will allow you to soak up the atmosphere of Mercedes-Benz in a space synonymous with the foundations of Melbourne lifestyle – food, sport, art, design, fashion, innovation and coffee,” the car company said.