Mercedes-Benz, Brentford, a flagship dealership in West London, sought to enhance its showroom experience through a comprehensive redesign that reflected the brand’s luxury and innovation. Partnering with Showcase Interiors, a renowned provider of bespoke corporate identity furniture, the dealership aimed to create an environment that not only showcased their vehicles but also elevated the customer experience to align with Mercedes-Benz’s global brand standards.

Client Overview

  • Company: Mercedes-Benz, Brentford
  • Industry: Automotive
  • Objective: Redesign the showroom to reflect the brand’s luxury and innovation, enhancing the customer experience.


Mercedes-Benz, Brentford faced several challenges in updating their showroom:

  1. Brand Consistency: Ensuring the showroom design was consistent with Mercedes-Benz’s global brand standards.
  2. Customer Experience: Creating a welcoming and luxurious environment for customers.
  3. Functional Design: Integrating functional furniture that supports sales and service operations without compromising on aesthetics.
  4. Time Constraints: Completing the redesign within a tight schedule to minimize disruption to daily operations.


To address these challenges, Mercedes-Benz, Brentford collaborated with Showcase Interiors, leveraging its expertise in corporate identity furniture. Showcase Interiors provided a bespoke solution that included the design, manufacture, and installation of furniture tailored to the dealership’s specific needs.

Key CI Elements of the Solution

  1. Reception Area: A sophisticated and modern reception desk designed to create a striking first impression. The use of high-quality materials and finishes ensured durability and elegance.
  2. Sales Offices: Custom-built desks and storage solutions that facilitated efficient operations while maintaining a sleek and professional appearance.
  3. Customer Lounge: Comfortable seating and stylish tables that created a luxurious space for customers to relax while waiting for service.
  4. Display Units: Bespoke display units for showcasing accessories and merchandise, designed to integrate with the overall showroom aesthetic.


Design Phase: Showcase Interiors collaborated closely with the dealership’s management team to understand their requirements and brand guidelines. Detailed design plans and 3D renderings were created to visualise the proposed furniture and layout.

Manufacturing Phase: High-quality materials were sourced to ensure the furniture met Mercedes-Benz’s brand standards of luxury and durability. Showcase Interiors sourced all the CI furniture elements, working closely with the Mercedes-Benz UK NSC. Showcase Interiors designed and manufactured bespoke furniture.

Installation Phase: The installation was carefully coordinated to minimise disruption to the dealership’s operations. Showcase Interiors’ installation team worked efficiently to ensure the furniture was installed correctly and on schedule.


The redesigned showroom at Mercedes-Benz, Brentford achieved several key outcomes:

  1. Enhanced Brand Identity: The showroom now reflects Mercedes-Benz’s global brand standards, with a consistent and luxurious aesthetic throughout.
  2. Improved Customer Experience: Customers enjoy a more welcoming and comfortable environment, with dedicated spaces for relaxation and interaction.
  3. Functional Efficiency: The custom-designed furniture supports the dealership’s sales and service operations, enhancing overall efficiency.
  4. Positive Feedback: Both customers and staff have provided positive feedback on the new showroom design, noting the improved ambiance and functionality.


The partnership between Mercedes-Benz, Brentford and Showcase Interiors successfully transformed the dealership’s showroom into a space that embodies luxury, innovation, and efficiency. The bespoke corporate identity furniture provided by Showcase Interiors not only met but exceeded the dealership’s expectations, ensuring a superior customer experience and reinforcing the prestigious Mercedes-Benz brand.