The newly constructed building is a meeting-place for the growing, worldwide AMG CommunityAMG presents the new Private Lounge in Affalterbach, offering AMG owners and potential customers a 5,651 square feet of ideal ambience for conversation and communication. The lounge was built as a tool designed to foster customer relations, the newly constructed building is a meeting-place for the growing, worldwide AMG Community. Both the architecture and atmosphere are characterised by style, individuality and exclusivity.

Ola Källenius, Chairman of Mercedes-AMG GmbH: “The new AMG Private Lounge in Affalterbach is an exclusively and unusually designed meeting-point in which to spend time. We see it as a second living-room for our customers. We want the AMG Private Lounge in Affalterbach to provide the perfect setting for the most exciting day of the year – for example when our customers take possession of their new AMG-Mercedes here in Affalterbach.”

Mario Spitzner, head of Branding & Marketing at Mercedes-AMG GmbH: “The virtual AMG Private Lounge was already launched for our American customers in 2006. When the AMG Private Lounge Community was established for the German-speaking markets at the end of 2009, this was the starting-point for the internationalisation of the official AMG Brand Community. Owners of an AMG-Mercedes are extremely welcome to share their passion for the brand with other AMG enthusiasts. Inside knowledge, direct contact with Mercedes-AMG, exclusive events and various ways of exchanging views on an online forum create an emotionally appealing environment dedicated to the AMG brand. At present more than 15,000 members worldwide are accredited for the AMG Private Lounge Community. With the opening of the AMG Private Lounge in Affalterbach, it now also takes on physical form for our customers. As a place for communication in a unique atmosphere, and at the same time a further advance in the interests of first-class customer care at our headquarters in Affalterbach.”

The new multi-storey building is directly reachable from the AMG showroom via an outside staircase, and impresses with its clear architectural lines. In the entrance the visitor is treated to a photographic display of the legendary 300 SEL 6.8 AMG racing touring car on the famous “Eau Rouge” in Spa-Francorchamps (Belgium). This work of art consists of individual mosaics arranged in sequence on different levels. Each mosaic consists of individual motifs provided by the members of the AMG Private Lounge Community.