Published April 16, 2012
Mercedes-Benz is indelibly linked to luxury in the automotive world, but now the brand is hoping that association pays off in a new market. In cooperation with Italian furniture manufacturer Formitalia,Mercedes-Benz is launching a line of designer furniture at the upcoming Milan Furniture Fair.
The collection will consist of a sofa, a chaise lounge, a dining room table, a sideboard, assorted chairs, a home theater system stand, a chest of drawers and a bed. Each piece promises to offer “dynamic yet timelessly elegant design,” including wooden chair backrest shells inspired by the seat shells in Mercedes’ latest research vehicles.
Even the sideboard, the most pedestrian of dining room furniture pieces, has a glass door with a surrounding bevel meant to resemble the air intake of a sports car. Ensuring that owners remember who’s behind the design, each piece will wear a subtle Mercedes-Benz Style logo.
While Mercedes-Benz Style may be new to the furniture business, automakers are no strangers to branding luxury goods. Lamborghini, for example, has a line of carbon fiber luggage that bears its name, and companies ranging from Aston Martin through Infiniti have affiliations with luxury watches.
Gorden Wagener, head of design at Mercedes-Benz Style, said of the collection, “The various pieces of furniture reflect the progressive, dynamic design idiom of our current show cars and concept vehicles, offering an exclusive, emotional experience outside our vehicles as well.”
If you want that emotional experience in your living room, minus the occasional grease or oil stain, the Mercedes-Benz Style furniture collection is expected to be available at high-end furniture stores, showrooms and interior design studios beginning this October.