Thinking today about tomorrow: Mercedes-Benz Advanced Design Studio in Como

Mercedes-Benz operates the Advanced Design Studio in Como/Italy. The choice of location was deliberate, since as a source of inspiration in areas ranging from culture and lifestyle to design, fashion and architecture, southern Europe is second to none. This inspiration is crucial to developing interior design concepts for vehicles – and this is what the Advanced Design Studio in Como has specialized in.

Along with Irvine/USA and Yokohama/Japan, Como was the location chosen for the company’s third Advanced Design Studio. All three have the same objective: “Our goal is to try to predict social trends as far into the future as possible,” explained Peter Pfeiffer, head of Design at Mercedes-Benz. “In the ideal scenario, we would be setting these trends ourselves, since our aim is to create the world’s most desirable car in the eyes of each of our customers.” Northern Italy is particularly well suited as a barometer for top-quality lifestyle ideas. “The Como-Milan-Turin triangle is home to the furniture and fashion industry,” says Mercedes-Benz designer Hans-Harald Hanson, explaining the reasons behind the choice of location.  “Accordingly, high value is placed on traditional craft – making it an ideal environment for the Advanced Design Studio.” And there was another significant reason for selecting Como: Italy is one of the biggest markets for sales of “La Mercedes” – as the vehicles are more familiarly known. The choice finally fell on Villa Salazar, situated close to the banks of Lake Como, and at one time a production facility for Italian fashion designer Gianni Versace’s neckties and cravats. Indeed, reliable sources suggest that many of his designs were inspired by the frescoes that today still decorate the walls and ceilings of the villa which dates from around 1750. Around 20 designers, modelers and engineers have been working here since 1998, leaving no stone unturned in their quest to make future Mercedes models as comfortable and enjoyable as possible for the driver and the passengers. It is the perfect environment for the Mercedes aesthetes: the Como – Milan – Turin triangle is the hub of the Italian fashion and leather industry, where haute couture meets traditional craftsmanship.  For the creative folks, this means exciting experiments with new forms, materials and finishes – and new ideas.  And in the unlikely event of their ideas drying up, they just need to look up and around them, as the villa’s ceilings and walls are painted with lavish, baroque frescos.  No wonder that this inspiration leads to interior designs such as the one for the new C-Class and new S-Class – timelessly elegant and comfortable, with every last detail perfectly conceived.