Showroom presence for AMG Private Lounge

The AMG Private Lounge – an exclusive online community run by and for AMG, the performance car division of German automotive brand Mercedes Benz – now has a presence in AMG's physical showroom, in Affalterbach.

The town, located northeast of Stuttgart in Baden-Württemberg in Germany, is home to the headquarters of Mercedes-AMG.

The car group has installed a digital display, developed by Stuttgart-based retail design specialist Dfrost in the showroom. The display allows the AMG Private Lounge Community to advertise to showroom visitors, developing new contacts and leads, and potential members.

The display activates automatically as visitors approach thanks to an integrated motion sensor, triggering a display to grab attention. Visitors can then use a touchscreen to navigate a range of content that gives a taste of the Private Lounge Experience, with an option to register for membership. Available content includes videos that reflects AMG's unique products and design.

AMG operates semi-independently of its parent company. It was originally founded in 1967 as a racing engine manufacturer, later becoming a respected tuner of modified Mercedes-Benz cars. Parent group Daimler-Benz bought a controlling stake in AMG in 1999, having worked with the company under a contract of cooperation for some years.

AMG now creates high performance versions of most Mercedes-Benz models, typically involving the installation of very powerful engines. It also takes part in a number of motor racing championships around the world; AMG cars are familiar to many motor racing fans as the pace cars used in Formula One events.

What’s Hot on Essential Retail?