Mercedes Benz Showroom by IPA – Architecture and more

Designed by IPA – Architecture and more, the new Mercedes-Benz Showroom and Service Complex in Sofia redefines automotive architecture in Bulgaria and sets a new standard across Europe. Commissioned by Silver Star, the official distributor of Mercedes-Benz and Smart in the country, this flagship development is more than a dealership—it is a 65,700 m² multifunctional automotive hub designed to deliver exceptional customer experience, operational efficiency, and architectural excellence.

Located on Chelopeshko Shosse in the Kremikovtsi industrial zone, the project represents an €18 million investment and is the only facility in Bulgaria to combine sales, after-sales, servicing, bodywork, training, digital interaction, and office spaces under one roof.

High-Tech Meets High Design

From first impression to final detailing, the complex speaks the design language of precision and luxury. The built-up area spans more than 13,000 m² and includes four main structures, each developed with state-of-the-art engineering solutions and architectural clarity. True to the brand’s DNA, the aesthetic direction merges the timeless elegance of Mercedes-Benz—black, white, and clean lines—with a forward-looking technological sensibility.

The iconic “Mercedes Star”, prominently mounted on the main façade, functions not only as a brand symbol but also as an urban beacon that enhances the project’s identity in the industrial landscape.

Program and Spatial Layout

The masterplan organizes the site into functional clusters that support a seamless flow of customers, staff, and vehicles. The 1,700 m² showroom—a centerpiece of the project—offers a premium user experience, designed to meet the global Mercedes-Benz showroom standards. Inspired by the spatial language of luxury hospitality, the space features expansive glazed façades, open-plan interiors, and refined finishes that resemble a five-star hotel lobby rather than a conventional car dealership.

Visitors can explore new vehicles, accessories, and spare parts in a comfortable environment while engaging with brand consultants and digital displays. A separate lounge and integrated reception areas ensure the showroom experience is both personal and efficient.

Innovation in Customer Journey

One of the most striking features of the complex is its digital-physical integration. Customers can now initiate their service appointments online and, upon arrival, experience Bulgaria’s first indoor digital service lobby. The system recognizes license plate numbers and grants direct access to a closed reception zone, where staff are fully briefed and ready to process the vehicle’s needs. This streamlined process significantly enhances customer convenience and reduces waiting times.

This customer-centric approach is part of the innovative five-star service concept Silver Star has adopted. Every element—from test drives and cosmetic services to after-sales support and loyalty activities—has been reimagined to align with contemporary digital expectations while maintaining the human touch.

Advanced Technical Facilities

The ground level includes mechanical workshops for both passenger cars and commercial trucks, a spare parts warehouse, a body and paint shop, car cosmetic centers, and even a training center to ensure continual staff development. Every facility is equipped with cutting-edge tools and technologies to support Daimler’s high-performance standards.

Of special note is the truck reception zone, which is the first in Europe and globally to implement Daimler Truck’s new corporate standard launched in 2024. This makes the Sofia complex not only a regional leader but a prototype for future facilities worldwide.

A New Workplace Paradigm

Above the showroom and service areas, the office zone introduces a contemporary model for automotive workplace design. The open-plan layout features ergonomic workstations, designer nooks, collaborative zones, and breakout spaces, all wired for the brand’s digital workflows. The office includes five soundproof phone booths, four modern meeting rooms, and various lounge areas.

In addition to functional workspace, the complex also promotes employee well-being with a full-service canteen and a gymnasium equipped with both cardio and strength training equipment—elements rarely seen in automotive facilities.

A Vision for the Future

The Mercedes-Benz Showroom in Sofia is more than a sales facility; it is a multi-functional automotive campus that blends architecture, technology, and brand philosophy. Designed to accommodate both future growth and immediate operational excellence, the complex sets a new European standard for what an automotive retail and service environment can be.

By aligning premium customer experiences with environmental, operational, and digital innovation, IPA – Architecture and more has delivered not just a showroom, but a flagship environment that reflects the legacy and future-forward vision of the Mercedes-Benz brand.

Photography: Dian Stanchev