A Showcase of Luxury and Innovation
For Mercedes-Benz USA, every aspect of their customer experience reflects the brand’s commitment to excellence, luxury, and precision engineering. When the company embarked on a renovation of its corporately owned dealership in New York City, one highlighted aspect of the re-design was—the New Car Delivery Bays.
These bays aren’t just functional spaces; they represent the culmination of a customer’s journey—the moment they take delivery of their new Mercedes-Benz. Mercedes-Benz USA wanted these spaces to be as elegant, immersive, and impressive as the rest of the dealership, ensuring that every delivery felt like an event.
To bring this vision to life, Mercedes-Benz USA turned to DoorWall Systems, working in collaboration with KCG Architects and Gardiner & Theobold to integrate a high-performance, visually stunning solution: DWS Quad sectional DoorWalls were selected to align with Mercedes-Benz USA vision for these internal spaces.
Designing for Experience: Mercedes-Benz USA Vision for the New Car Delivery Bays
Mercedes-Benz USA had a clear vision for these spaces. Traditional garage doors wouldn’t suffice—this project required something much more refined, more architecturally integrated, and more experiential.
Key Architectural Goals:
Transparency & Visibility – The doors needed to be fully glazed, allowing customers and showroom guests to see the delivery process in action. This not only enhances the delivery experience for the customer but also creates a dynamic showroom environment where future buyers can witness the excitement of ownership firsthand.
Luxury & Elegance – The dealership was undergoing a major renovation, and the delivery bays had to match the high-end finishes and modern aesthetic of the space. The doors had to feel like a designed feature, not an afterthought.
A Non-Traditional Approach – Unlike standard commercial garage doors, which can feel utilitarian, Mercedes-Benz USA required a solution that would appear as an intentional architectural element. The goal was to create a seamless transition between showroom and delivery bays, where the doors themselves became part of the luxury experience.
Customization for Brand Consistency – Every design element within the dealership was carefully curated, and the doors were no exception. The entire DWS Quad system, including sections, tracks, and hardware components, was custom powder-coated to match a specific color palette in the setting, ensuring consistency with Mercedes-Benz USA brand identity and dealership aesthetic.
Long-Term Reliability & Support – With a high-end dealership operating in a demanding urban environment, Mercedes-Benz Manhattan in NYC needed a solution that would offer seamless performance, reliable operation, and ongoing support. DoorWall’s near-site authorized distributor ensured expert installation as well as continued service and maintenance.
The Solution: DWS Quad
To meet these unique challenges, DoorWall Systems provided three DWS Quad sectional DoorWalls, custom-designed to integrate seamlessly into the newly renovated dealership.
Key Features of the DWS Quad System at Mercedes-Benz Manhattan in NYC:
Full-Glass Panel Design – The doors provide complete visibility into the delivery bays, turning every handover into a showroom-worthy moment.
Sleek Architectural Appearance – Unlike traditional overhead doors, the DWS Quad system features a refined, minimalist design that enhances the space rather than detracting from it.
Custom Powder-Coated Finishes – Every component was finished in a specific RAL color, ensuring the system blends seamlessly with the rest of the dealership’s interior.
Precision Engineering for Seamless Operation – The system offers smooth, quiet movement, ensuring that the transition from showroom to delivery bay is as elegant as the vehicles themselves.
Professional Installation & Ongoing Support – Installed by an authorized DoorWall distributor, the system is backed by on-site service and maintenance, ensuring long-term reliability.
Why This Matters: Creating a Memorable Customer Experience
For Mercedes-Benz Manhattan, this project wasn’t just about installing doors—it was about elevating the experience for every customer who takes delivery of a new vehicle.
A luxury dealership should offer more than just a transaction—it should create an emotional connection between the brand and its customers. With the DWS Quad sectional doors, every delivery becomes an event, a spectacle, and an unforgettable moment for both the new owner and the guests inside the showroom.
Beyond aesthetics, the integration of full-glass doors enhances the functionality of the space, ensuring that dealership operations remain efficient, while maintaining the high-end ambiance expected from a Mercedes-Benz USA facility.
A Model for Future Dealerships
This installation at Mercedes-Benz Manhattan serves as a model for luxury automotive retail spaces looking to blend cutting-edge architecture, functionality, and brand storytelling. The DWS Quad sectional doors are not just an operational necessity—they are a design feature that enhances the entire customer journey.
By prioritizing visibility, luxury, and seamless integration, Mercedes-Benz USA has set a new standard for how dealerships can transform their spaces to create engaging, immersive experiences.
See It in Action
The transformation of the New Car Delivery Bays at Mercedes-Benz Manhattan is a testament to the power of architectural innovation in commercial spaces.
