Mercedes-AMG has set a new benchmark for product and brand experience with its first AMG Experience Centre in the world. The new AMG Experience Centre is situated two hours outside of Shanghai, China and is a stone’s throw from the Zhejian International Circuit.
The AMG Experience Centre is home to four display areas over two floors with the showroom on the ground floor providing an insight into the history of Mercedes-AMG. The vehicles and technologies on display can be experienced either physically or using VR technology.
There’s also a cafe; aptly named “Cafe63” after the 63 series AMGs, a lounge and an exclusion selection of AMG accesories from the AMG store. AMG enthusiasts in China can even rent the place for special occasions and gatherings as the premise also doubles as an event location.
On the first floor, motorsport enthusiasts can experience racing simulators and Augment Reality but the highlight has to be the slot car race track controlled via brainwaves, for the most raw AMG experience.
Visitors will also get to experience a wide range of AMG vehicles including GT3 and GT4 race cars on the Zhejian circuit, under the guidance of instructors from the AMG Driving Academy. There are monthly track days where customers/visitors can either choose to take part in their own vehicles or in AMG vehicles booked from the Experience Centre.