intu, the UK’s biggest retail landlord is embracing the Pop-Up Shop phenomenon with a new Mercedes-Benz store at intu Trafford Centre. Customers visiting the centre from 10 September to 11 October will have the chance to be fully immersed in a Mercedes-Benz experience in the ultramodern temporary store.
The short-term installation is part of the UK’s largest official Mercedes-Benz retailer – a campaign by Mercedes-Benz Retail Group Retailers in the Manchester area to bring the brand’s impressive product range to the public. Showcasing different models every week, the store will allow shoppers to get up close and find out more about these award-winning vehicles.
Roger Binks, customer experience director of intu, said: “We’re seeing more and more innovative brand activations across our centres. The Mercedes-Benz pop-up shop is a great example of how a household name can reach a new audience, in a very different way. We’re able to surprise and delight our customers by adding something a little different to the usual shopping centre experience and giving Mercedes-Benz the opportunity to immerse customers in their brand in an exciting and creative way.”
A selection of Mercedes-Benz Collection items will be available in store, including pieces from the MERCEDES AMG PETRONAS Formula One range. Meanwhile, those on the lookout for a new car can use the in-store Mercedes-Benz configurator to review the selection available. To entice customers in, the brand’s automotive innovation will be showcased with two further Mercedes-Benz and smart models on display outside intu Trafford Centre.
“This is all about taking the Mercedes-Benz product to visitors of intu Trafford Centre and delivering a premium brand experience,” said Martin Nield, General Manager for
Mercedes-Benz Manchester Central. “With 31 million visitors each year and outstanding TripAdvisor and Yelp reviews, intu Trafford Centre is the perfect location to showcase the brand, its services and our product range.”
