Music for Showrooms: the new Mercedes-Benz lounge in Baden-Baden

A new kind of automotive experience

Soundsuit is proud to announce its new cooperation with Mercedes-Benz. Soundsuit creates the music experience of the Mercedes-Benz Lounge in Baden-Baden, Germany. Managed by the Wackenhut dealership team, the new experience centre is located in the heart of the city — mixing the best of three worlds: automotive, immersive technologies, and retail.

Point of sale becomes point of experience

Mercedes-Benz is showcasing its new brand presence in a new generation of showrooms. Within the context of the "Best Customer Experience" marketing and sales strategy, the premium brand is modernising its appearance — more strongly focusing on customers' needs and creating a fascinating brand experience through a combination of spatial design, innovative advisory processes, and digitalisation.

"With the new brand presence, we are creating an innovative world of experience for our customers. Through the combination of personal contact and digital elements in advice, sales and service, our point of sale becomes a point of experience," says Britta Seeger, Member of the Board of Management of Daimler AG, responsible for Mercedes-Benz Cars Sales.

Music that elevates the brand experience

In a space designed to be a premium sensory experience, every element — from the architecture to the lighting to the music — must reinforce the Mercedes-Benz brand values of luxury, innovation, and precision.

Soundsuit provides a carefully curated, automatically adapting music programme that complements the visual and spatial experience of the lounge. The music is sophisticated and contemporary, creating a relaxed yet aspirational atmosphere that puts customers at ease and enhances the quality of every conversation between advisor and customer.

A model for the future of automotive retail

The Baden-Baden lounge is part of Mercedes-Benz's global rollout of its new brand presence concept. Bricks-and-mortar retail will continue to serve as a personal point of contact in the digital age — and Soundsuit is proud to be part of making that experience exceptional.