Mercedes-Benz USA HQ

The new HQ is much more than a workplace. Installations capture the company’s iconic place in history while the experiential graphics program and amenities further its forward-thinking ethos.

Exterior signage, wayfinding, and brand moments help set the tone for anyone arriving at Mercedes-Benz’s USA HQ. Once inside, a series of exhibits and installations capture the company’s iconic place in history while the experiential graphics program and amenities further its forward-thinking ethos. The brand touch points weave throughout the entire 4-story complex - even including a childcare amenity called “Baby Benz” and a fitness amenity called “MB Body Shop” for employees.

Our primary challenge was distilling the almost endless depth of Mercedes-Benz’s brand history, curating the vast array of assets at their disposal, and coordinating our design efforts with the vision of such a large company.

Scope:
Asset Management
Branded Environments
Discovery + Strategy
Exhibit Design
Placemaking
Production Management
Sculptural Installations
Signage + Wayfinding

Client: Mercedes-Benz
Location: Atlanta
Timeline: 30-36 Months
Size: 200,000 sf
Completed: 2018

12-acre campus HQ
200,000 sf bldg | 4 levels
1,000+ employees
Branding scope included entire complex
Just north of Atlanta
Exhibits, Environments, Signage + WayfindingDescription text goes here

Exterior Signage

Entry

Conference Amenity

Just inside the ground floor, there are a collection of large-scale conference rooms, used by the client for their largest and most important gatherings. We incorporated installation moments between each room to set the stage before visitors entered the conference rooms, including a matte black abstraction of car parts to highlight the quality of the pieces individually.

We also created display cases highlighting the company’s wide range of car type and the intricacy of the model cars we curated for those cases.

‘Sports Cars’ Model Car Display Case

Workplace Floors

‘Sedans’ imagery above banquette

Creating a brand strategy that helped us organize and connect the spaces, we segmented all of the workplace floors by car type (e.g. sedan, SUV, future, etc.), strategically named all of the conference rooms, created custom iconography for the wayfinding, integrated our static graphic work with the digital components of the space, and had great working collaborations with our vendors to ensure the highest quality finished product.