Mercedes-Benz drives brand centre

Mercedes-Benz has announced that its Aukett Fitzroy Robinson-designed brand centre at Brooklands racing track in Surrey will be called Mercedes-Benz World, opening in summer 2006 (DW 30 January 2003).

At 63ha, the site will become Mercedes-Benz’s largest retail presence in Europe, acting as the company’s UK brand showpiece. It will use the centre to demonstrate models, products and philosophies from the current and historic Mercedes-Benz line.

Using original building concepts drawn up by the architectural team at Mercedes-Benz parent company Daimler Chrysler, Aukett Fitzroy Robinson’s design takes in a 21m-high brand gallery, café and restaurant. A 24ha Community Park, offering a nature trail, riverside walk and play area will be developed by landscape architect Macgregor Smith.

The site will also offer 2.5km of test drive circuits and a 4ha 4×4 off-road course.

Columbus Hotels, a company co-owned by Formula One driver David Coulthard, plans to open its second development adjacent to the brand centre, called Columbus Brooklands. Its first hotel opened in Monte Carlo in 2000.

The hotel group’s internal design team will collaborate with Mercedes-Benz and Aukett on the designs of the restaurant and café, according to Mercedes-Benz World project manager David Brooks.