Since opening in mid-June 2022, Essen has gained a striking architectural landmark: Germany's first AMG Brand Centre—and Europe's largest—now stands just beyond the city centre. Positioned at the intersection of Federal Highway 224, one of the Ruhr region's major traffic arteries, this elegant structure is visible from every direction. By night, luminous slats embedded in its black exterior skin transform it into a glowing beacon. The 1,700 m² centre was designed by Stuttgart-based Gellink + Schwämmlein Architekten in collaboration with Heller Studios, who conceive the vision for all AMG Brand Centres across Europe.

Architect Hanjo Gellink explains the vision driving this bold design: "Our goal is to make the AMG brand visible and emotionally resonant. Through architecture, we choreograph the viewer's gaze." A solitary vehicle, visible from outside, is showcased within a striking window aperture—the building's "eye". The lighting concept stands as the centrepiece, flowing seamlessly through interior and exterior like a defining thread. The LED-clad façade, punctuated by dark panels, weaves roughly two kilometres of illuminated slats into its skin. The signature Red Line frames the structure with unmistakable presence. An LED screen and aluminium slats are angled precisely at 52 degrees—mirroring the inclination found in the Mercedes-AMG logo itself. A floating, cantilevered roof announces the entrance, its underside traced with dynamic light strips hinting at the elaborate illumination strategy within. The style-defining Red Line continues through the floor like a laser cut. Visitors are greeted by a dynamic welcome wall matrix display. Precisely positioned ceiling lights ensure each vehicle is showcased flawlessly. The cars rest on a textured stone surface mimicking asphalt, positioned exactly as marked. Artist Peter Boeck created these markings with such authenticity that even realistic tyre marks appear naturally worn. Backlit graphics, expansive wall-mounted displays, a coffee lounge, discreetly sectioned meeting spaces, and a sunken lounge area—accessible via a glass wheelchair lift—complete the generous exhibition space. Two exclusive delivery suites accommodate new vehicle handovers. A curated boutique rounds out the experience, offering AMG accessories and collectibles. The project's defining challenge was executing a complete renovation without disrupting operations below. While a glass pavilion was demolished for the new structure, the spaces beneath remained fully operational throughout construction. The existing support system required reinforcement, and the temporary waterproofing held even through the devastating rains of 2021. The new building was realized in steel construction, with the original structure's open ceiling system preserved and integrated.

www.gs-arc.de

Photography Credits:

Christian Witt

(Featured in CUBE Ruhrgebiet 03|23)