AMG Expands Brand Presence with New Hamburg Flagship

Mercedes-AMG has opened its latest Brand Center in Hamburg, Germany, marking the performance division’s second dedicated facility in the country after Essen. The new location, situated on Friedrich-Ebert-Damm in the Wandsbek district, officially welcomed guests on September 18, 2025, with a grand opening event attended by 250 invited guests from across business, culture, and media.

Spanning more than 1,400 square meters across two floors, the Hamburg AMG Brand Center is designed to immerse visitors in the full spectrum of the marque—from current models and rare editions to exclusive lifestyle offerings and customer services. “With the new AMG Brand Center in Hamburg, we are making a clear statement of our connection with customers in northern Germany,” said Matthias Kallis, Chairman of the Management Board of the Mercedes-Benz branches in Hamburg and Northern Germany. “Our aim is to make the Mercedes-AMG brand tangible in all its facets – and at the same time to offer our customers a place for exchange, inspiration and individual support at the highest level.”

A Performance-Oriented Experience

The facility introduces a mix of exhibition, configuration, and service features tailored for AMG owners and enthusiasts. A centerpiece is the glazed “dialogue reception” area with an integrated lifting platform, allowing customers to review their vehicle alongside an AMG service advisor. Complementing the showroom are luxury touchpoints including a boutique for AMG accessories, an IWC Schaffhausen watch partnership display, and a café bar as a meeting space.

Architecturally, the building reflects AMG’s design DNA. Its façade incorporates 52-degree angles inspired by the brand logo, accented by red LED lighting reminiscent of racetrack curves. A sweeping 12-meter-wide panoramic window frames the upper showroom, where up to a dozen AMG models are displayed against an industrial backdrop of exposed concrete and asphalt-textured flooring.

A Festive Opening Night

The grand opening featured entertainment from presenter Rebecca Mir, the band everso, and award-winning jazz singer Tom Gaebel, alongside culinary contributions from chef Cornelia Poletto. Special attention was drawn to the display of rare and high-profile AMG models, including the GT3 Edition 130Y Motorsport, the AMG F1 Safety Car, the AMG ONE hypercar, and the AMG PureSpeed roadster.

Expanding the AMG Footprint

With Hamburg now joining Essen, Tokyo, Toronto, and Shanghai in AMG’s global network of Brand Centers, Mercedes-Benz continues to expand its dedicated experiential environments for performance enthusiasts. Each center serves as both a showroom and community hub, offering test drives, bespoke configuration, and direct access to AMG experts—ensuring the brand’s mix of performance and exclusivity remains tangible in key markets.