Maybach Brand Center opens in Seoul with exclusive debut of SL 680 Monogram

Mercedes-Maybach opens its first Brand Center in Seoul, featuring Korean-inspired design and launching the SL 680 Monogram Series and Silver Lining edition.

Mercedes‑Maybach has opened the first-ever Maybach Brand Center in the heart of Seoul’s Apgujeong district — an upscale neighborhood known for its dedication to high-end retail. This five-story standalone facility brings together a luxury showroom, customization studio, VIP lounges, and an exclusive service hub. Far from a conventional dealership, the space sets a new benchmark for brand engagement in the luxury automotive sector.

The building’s architecture, conceived in close collaboration with Mercedes-Benz Chief Design Officer Gorden Wagener, draws on Korean design traditions. Its pleated façade evokes the flowing lines of a gown, while the dynamic roofline echoes the silhouettes of traditional hanok houses. Inside, cathedral-like volumes and curated materials create an atmosphere of reverence and refinement — echoing the craftsmanship of Maybach vehicles themselves.

Visitors move through a series of tailored spaces: a ground-floor display area, a vehicle handover zone, private salons for consultation, and a MANUFAKTUR studio where bespoke materials and finishes can be selected. The experience is heightened by a signature fragrance created specifically for the Brand Center and a tranquil indoor garden that serves as an “urban oasis.”

To mark the occasion, the center hosted the South Korean debut of the Mercedes‑Maybach SL 680 Monogram Series — a performance roadster featuring a 4.0-liter V8 biturbo engine producing approximately 577 hp. Also unveiled was the highly limited Silver Lining edition, with only 12 units globally across the S‑Class, GLS, and EQS SUV. A rare 1932 Maybach Zeppelin DS 8 was also showcased, honoring the brand’s century-old heritage.

Notably, South Korea is the first country to welcome this new format. Since Maybach’s official Korean debut in 2004, over 10,000 units have been sold in the country — making it one of the brand’s strongest global markets after China. The country’s deep appreciation for customization and modern luxury has made it an ideal starting point. It’s not unlikely that Seoul’s Brand Center will serve as a blueprint for future expansion.

While Mercedes-Maybach has not confirmed further locations, its recent brand lounges in New York and Vienna, and its Atelier in Shanghai, suggest a growing interest in innovative customer experiences. The new Seoul center is not just a retail space — it’s a stage where Maybach reinterprets the meaning of exclusivity in the world of contemporary luxury.