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Merex, Gargash to open first AMG store at Dubai lifestyle hub

March 6, 2021

Merex Investment, a joint venture between Dubai Holding and Brookfield Asset Management, has signed an agreement with leading UAE business conglomerate Gargash Group, for setting up its key facilities at City Walk, a leading lifestyle destination in the heart of Dubai.

By mid-2021, the new AMG Store and Gargash’s F&B brand Weslodge will open their doors in City Walk, that sharing a vibrant location with major attractions including the Coca-Cola Arena and The Green Planet.

With this agreement, Gargash Group will be able to extend its Mercedes-Benz sales network with a new format that offers performance luxury and unmatched lifestyle customer experience.

The AMG Store facility will also have an exclusive selection of high-quality lifestyle accessories. The service mix offered will be the first of its kind worldwide and the differentiated offering will allow AMG to attract new customer segments for the brand.

A wide range of vehicles encompassing the very latest models will be available for test drives and visitors will be able to experience the true fascination of motor racing. The architecture of the upcoming AMG Store builds on the familiar and established design features of the AMG Brand Centres, while also integrating a series of individual elements that emphasise the unique character of the format.

Reflecting the experience-based focus of the facility, the image of the brand conveyed here is very much oriented towards motorsport and performance luxury, allowing visitors an authentic sense of being part of the 'World’s Fastest Family'.

Gargash is setting a new benchmark in delivering Mercedes-AMG brand experience with the world’s first AMG Store being launched in the UAE, in an arrangement with Merex Investment, said a top official.

'City Walk as a destination is representative of the culminative and inclusive lifestyle experience that today’s consumers are looking for. Brands in today’s world are selling experiences which are beyond the regular product acquisition journey and therefore need to expand their brand touchpoints to lifestyle destinations such as these,' remarked Group MD & CEO Shehab M. Gargash.

'The launch of our first standalone AMG Store with its unique lifestyle format will be a significant addition to our well-developed UAE network offering an exclusive brand experience to AMG lovers,' he stated.

'We are also pleased to announce the arrival of our F&B brand, Weslodge to the City Walk premises. Gargash remains committed to enhancing our customer experience and our strategic expansion plans are all reflective of this commitment,' he added.

Merex Investment CEO Shahram Shamsaee said: 'City Walk is a destination that has been designed mindfully to showcase brands and experiences to its visitors and residents. We welcome the addition of the AMG Store to Happiness Street at City Walk.'

'Our connection with automotive has been formed through our annual showcases of vintage and modified cars, and events that cater to auto-enthusiasts. The destination has been a natural hub for luxury automotive lifestyle, and we believe that the AMG Store will only underpin our commitment to growing this part of our community,' noted Shamsaee.

'Representing F&B alongside AMG Store and its exclusive Cafe, Weslodge combines warm hospitality with intricate details taking the customers on an authentic and innovative culinary journey with tables filled with generosity and plates filled with flavors,' he added.


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