The Maybach XR Concierge
An immersive configuration experience for the world's most desirable cars
The Maybach XR Concierge
An immersive configuration experience for the world's most desirable cars
Download the Case Study
Customer-centric Art Salon enhances the luxury car buying experience and reinforces Mercedes-Maybach's position in the market.
Starting Point
Highly visual, yet invisible
Mercedes-Maybach stands for ultimate luxury in its most modern form. The brand's style is characterized by sublime beauty, supreme aesthetics, and grace. With the “Maybach Atelier”, Mercedes-Maybach recently launched an exclusive retail space in Shanghai for customers to create their individual future Maybach vehicle. Invisible means that technology is embedded discreetly in the room without dominating the environment, leaving the stage for visualization and human interaction.
Exploring the luxury
The name "Atelier Maybach" implies a reference to an artistic place where the customer and a consultant select the most suitable options to create a unique composition from a wide range of choices. This “manufaktur” aspect and the focus on the BTO (Build-to-Order) strategy of Mercedes-Maybach in China shall inspire the customer’s creativity and desire for the brand.
Displayed in portrait format on a large 83-inch OLED screen, the user is immediately drawn into the luxurious world of Maybach. The experience leads through a multi-sensory journey that takes the user around and into the car, introducing technology, comfort and luxury features, and additional equipment.
Prospective buyers are not only shown possible configurations of the Maybach, they are also taken on a visual tour that highlights equipment details inside and out as well as simulated technical fea- tures that are difficult to describe but can be expe- rienced instead.
Displayed in portrait format on a large 83-inch OLED screen, the user is immediately drawn into the luxurious world of Maybach. The experience leads through a multi-sensory journey that takes the user around and into the car, introducing technology, comfort and luxury features, and additional equipment.
Prospective buyers are not only shown possible configurations of the Maybach, they are also taken on a visual tour that highlights equipment details inside and out as well as simulated technical fea- tures that are difficult to describe but can be expe- rienced instead.
Comfort at every stage of the customer journey
The focus was to give control over direction and pace to the consultant who is trained in the technology and knows the vehicles inside out. The consultant controls the individual steps with an iPad and can adapt each part to a customer’s needs as desired.
With a clear, functional user experience that supports the consultant in all process steps, the iPad app is a central tool in the configuration process. The interface design visualizes the different aspects of the configuration, presented in many elements such as large format index cards, simple and intuitive icons and contextual instructions.
In addition to the digital configuration, physical color and material samples equipped with sensors can be added to a digital configuration simply by placing the object on the desk where the conversation is taking place.
With a clear, functional user experience that supports the consultant in all process steps, the iPad app is a central tool in the configuration process. The interface design visualizes the different aspects of the configuration, presented in many elements such as large format index cards, simple and intuitive icons and contextual instructions.
In addition to the digital configuration, physical color and material samples equipped with sensors can be added to a digital configuration simply by placing the object on the desk where the conversation is taking place.
The answer to a customer centric configuration experience
All this relieves the customer of the burden of having to prove themselves with a new technology. Instead, they can fully concentrate on the vehicle and the most important configuration choices, making it a joyride through their future car. Lean back and enjoy the ride!
The Maybach XR Concierge is a highly orchestrated customer experience designed to cover an exclusive, secluded consultation process from start to finish, allowing customers to take their configuration with them with a simple WeChat scan.
mediaman integrated several technologies, such as an Unreal Engine-based car-visualizer, iPad control, RFID sensors and WeChat applets to achieve a multi-sensory customer experience that goes beyond the showroom with personalized and shareable content.
The Maybach XR Concierge is a highly orchestrated customer experience designed to cover an exclusive, secluded consultation process from start to finish, allowing customers to take their configuration with them with a simple WeChat scan.
mediaman integrated several technologies, such as an Unreal Engine-based car-visualizer, iPad control, RFID sensors and WeChat applets to achieve a multi-sensory customer experience that goes beyond the showroom with personalized and shareable content.
