AMG Brand Center Hamburg: New Hub for Mercedes-AMG Fans

Mercedes-Benz opens its second German AMG Brand Center in Hamburg with 1,400 m² of showroom, service area, rare cars and exclusive brand experiences.

A new destination for performance enthusiasts has just opened in Hamburg. On September 18, 2025, Mercedes-Benz inaugurated its latest AMG Brand Center on Friedrich-Ebert-Damm, the second in Germany after Essen and the eleventh worldwide. The two-floor, 1,400-square-meter facility combines a model exhibition, individual vehicle configuration lounge, AMG accessories shop, and an integrated café-bar to create a full-scale brand experience.

The building itself sets the tone with its distinctive 52° facade angles and red LED light strips evoking racetrack lines. A 12-meter-wide panoramic window offers a dramatic view of the showroom, where up to twelve AMG performance models take center stage. Inside, subtle grey tones, exposed concrete walls, and a stone carpet mimicking racing asphalt complete the immersive environment.

Customer service plays a central role: a glazed dialogue reception with an integrated lifting platform allows clients to review technical details alongside an AMG service advisor. The center also highlights its collaboration with Swiss watchmaker IWC Schaffhausen and a curated selection of AMG lifestyle accessories.

The grand opening drew around 250 guests from the business, cultural, and public sectors. Presenter Rebecca Mir guided the audience through the evening, with live performances by the band everso and jazz singer Tom Gaebel, while top chef Cornelia Poletto provided the catering. Rare show cars stole the spotlight, including the over-1,000-hp AMG ONE hypercar, the exclusive GT3 Edition 130Y Motorsport, and the striking PureSpeed concept.

Regional media emphasized that the new center strengthens AMG’s footprint in northern Germany and offers a unique meeting place for the brand’s community. While Mercedes-Benz has not disclosed concrete expansion plans, observers expect more such experiential spaces to appear in major cities, reinforcing the company’s focus on emotional, premium brand encounters.