SILVERLINE-Mercedes-Benz Experience Centre & Commercial Hub

Project idea

SILVERLINE – Mercedes-Benz Experience Centre & Commercial Hub is envisioned as a contemporary urban landmark that translates the brand’s legacy of innovation, precision, and performance into an immersive spatial experience. The project is conceived as more than a conventional showroom or retail complex; it functions as an experiential destination where architecture becomes a medium to narrate the evolution of mobility, design, and lifestyle associated with Mercedes-Benz.

The central idea of SILVERLINE is derived from the notion of continuity- a continuous “line” of movement that connects history, present innovation, and future mobility. This idea is expressed architecturally through fluid circulation, layered spatial sequencing, and interconnected public and commercial zones that guide visitors through curated experiences rather than isolated functions. The building is designed as a journey, where movement itself becomes the primary design driver.

Situated within an urban commercial context, the project integrates a Mercedes-Benz experience centre with a mixed-use commercial hub to create a vibrant public interface. The lower levels are designed as highly accessible public realms housing exhibitions, interactive galleries, and brand experiences, while the upper levels accommodate commercial, lifestyle, and office functions. This vertical stacking ensures functional efficiency while maintaining a strong experiential narrative.

The project aims to establish a seamless relationship between architecture, brand identity, and urban life. By combining experiential architecture with commercial viability, SILVERLINE seeks to create a dynamic civic destination that not only showcases the Mercedes-Benz ethos but also contributes actively to the urban fabric through public engagement, economic activity, and spatial continuity.

Project description

Project Description

SILVERLINE – Mercedes-Benz Experience Centre & Commercial Hub is proposed as a mixed-use experiential development that integrates an automotive brand experience with a commercial and lifestyle-oriented public destination. The project is conceived to move beyond the idea of a conventional showroom by creating a spatial narrative that communicates Mercedes-Benz’s heritage, technological innovation, and future vision through architecture.

The experience centre forms the core of the project and is organized as a sequence of curated exhibition spaces, interactive galleries, AR/VR zones, and thematic displays that guide visitors through the evolution of the brand. This experiential journey is structured around a central atrium, which acts as the visual and spatial anchor of the building, enabling orientation, visual continuity, and interaction across multiple levels. The architectural form is derived from a trefoil geometry, symbolizing interconnectedness and motion, with the triangular atrium acting as the heart of the experience.

Complementing the experience centre, the commercial hub introduces anchor stores, mid-sized retail units, food and beverage outlets, cafés, and flexible event spaces. The commercial block is conceived as an embracing urban form that frames a public plaza, encouraging pedestrian movement and prolonged engagement. Outdoor kiosks, an open-air theatre, and landscaped public zones further enhance the project’s role as a civic destination rather than an isolated commercial complex.

The project responds to its urban context by creating clear separations between pedestrian, vehicular, and service movements, while ensuring accessibility and visibility from major arterial roads. Vertical stacking of functions, basement parking, and integrated service cores ensure operational efficiency without compromising the experiential quality of public spaces. Overall, the project aims to establish a landmark that merges brand identity, public engagement, and commercial activity into a cohesive architectural statement.

Scope of the Project Solution

The scope of SILVERLINE encompasses architectural, spatial, and functional solutions that address experiential, commercial, and urban requirements within a single integrated development. The project includes the design of a Mercedes-Benz experience centre with exhibition galleries, brand history zones, themed displays, AR/VR experiences, merchandise areas, cafés, and client interaction spaces. These spaces are designed to function as an immersive narrative sequence rather than independent rooms.

The commercial scope includes anchor retail units, mid-sized shops, retail bazaar spaces, food courts, restaurants, and lifestyle amenities that support economic viability and enhance footfall. Outdoor components such as festival kiosks, art and culture clusters, an open-air theatre, and public plazas are integrated to extend activity beyond enclosed interiors and activate the site throughout the day.

From an architectural and planning perspective, the scope covers site zoning, circulation planning, basement and surface parking, service integration, and future expansion provisions. Climate-responsive design strategies, orientation-based massing, shaded public realms, and material selection reflecting both local context and automotive precision are incorporated as part of the design solution.

The project ultimately addresses the dual objective of creating a strong brand-driven experiential environment while functioning as a commercially sustainable, publicly accessible urban hub that contributes positively to the surrounding city fabric.

Technical information

Project Title

SILVERLINE – Mercedes-Benz Experience Centre & Commercial Hub

Project Type

Mixed-use development comprising an automotive experience centre, commercial retail spaces, food and beverage outlets, office and administrative areas, and public open spaces.

Site Details

Location: Jagatpura, Jaipur, Rajasthan, India

Site Area: ~13,600 sq.m

Plot Type: Corner plot with access from three sides

Land Use: Commercial / Mixed-use (as per JDA Master Plan)

Planning Controls (As per JDA Regulations)

Ground Coverage: ~35%

Maximum FAR: 2.25

Achieved Built-up Area: ~30,000 sq.m (approx.)

Setbacks:

Front: 6.0 m

Sides: 3.0 m

Rear: 3.0 m

Maximum Permissible Height: As per 1.5 × abutting road width

Functional Zoning

Basement Levels:

Vehicular parking (two- and four-wheelers)

Service areas, electrical rooms, HVAC plant, STP and water services

Ground Floor:

Public plaza, anchor retail, primary exhibition areas, brand display zones

First–Third Floors:

Experience galleries, themed exhibitions, AR/VR zones, retail bazaar units

Fourth Floor:

Food and beverage outlets, cafés, conference rooms, administration

Fifth Floor:

Logistics, meeting areas, fitness and wellness spaces, open terraces

Parking Provision

Basement Parking:

Four-wheelers: ~120 ECS

Two-wheelers: ~100 spaces

Surface Parking: Visitor and valet parking

EV Charging Stations: Provided within parking zones

Parking Design: As per JDA and NBC norms

Structural System

Type: Reinforced Cement Concrete (RCC) framed structure

Column Grid: Modular grid system for flexible planning

Slab System: Flat slab / conventional RCC slab (as per span requirement)

Foundation: Isolated / combined footing (based on soil investigation)

Circulation & Accessibility

Separate pedestrian, vehicular, and service entries

Central atrium facilitating vertical and visual connectivity

Multiple staircases, passenger lifts, and service lifts

Barrier-free access with ramps, lifts, and accessible toilets as per NBC

Fire & Life Safety

Designed as per NBC 2016 – Part 4

Fire staircases, refuge areas, fire lifts

Automatic sprinkler system, fire hydrants, hose reels

Smoke extraction and pressurization systems

Clearly defined fire escape routes and assembly areas

Building Services

HVAC: Centralized air-conditioning with AHUs

Electrical: 3-phase power supply with DG backup

Water Supply: Municipal supply with underground and overhead tanks

Waste Management: Segregated waste collection and disposal

STP: On-site sewage treatment plant

Rainwater Harvesting: Provided as per local norms

Materials & Finishes (Indicative)

Exterior: Local sandstone cladding, aluminum panels, high-performance glazing

Interior Floors: Stone flooring, vitrified tiles, polished concrete

Façade Treatment: Shaded façades with integrated lighting elements

Landscape: Hardscape plazas, water features, soft landscaping

Sustainability Measures

Orientation-based massing to reduce heat gain

Shaded public plazas and semi-open spaces

Natural ventilation in transitional spaces

Energy-efficient lighting and water fixtures

Provision for future renewable energy integration
Construction & Façade – Technical Details
Overall Construction System

Structural System: Reinforced Cement Concrete (RCC) framed structure

Construction Type: Cast-in-situ RCC with modular planning grid to support large column-free spans in exhibition and retail areas

Floor System: RCC flat slab / beam–slab system optimized for vehicular load zones and public assembly spaces

Atrium Structure: RCC core with peripheral columns supporting long-span slabs around the central atrium void

Façade System

The façade design of SILVERLINE combines high-performance curtain wall systems with solid cladding elements, reflecting Mercedes-Benz’s identity of precision, transparency, and material refinement while responding to Jaipur’s composite climate.

1. Curtain Wall System (Primary Transparent Façade)

Type: Unitized aluminum curtain wall system

Glazing:

Double-glazed insulated glass units (IGU)

Low-E coated glass to reduce solar heat gain

Outer pane: Toughened glass

Inner pane: Laminated safety glass

Frame Material: Powder-coated aluminum mullions and transoms

Fixing:

Mechanically anchored to RCC slab edges

Adjustable brackets to accommodate thermal movement

Performance:

High daylight penetration for exhibition and retail zones

Solar heat gain control suitable for west-facing façades

Acoustic insulation for interior comfort

Application Areas:

Main experience centre façade

Atrium-facing elevations

Retail frontage and public interface zones

2. Solid Cladding System (Secondary Façade)

Material Palette:

Locally sourced Jaipur sandstone panels

Brushed / anodized aluminum composite panels (ACP)

Cladding System:

Dry cladding fixed on aluminum sub-frame

Ventilated cavity between wall and cladding for thermal performance

Panel Dimensions:

Modular panel sizes for ease of installation and replacement

Fixing Method:

Stainless steel anchors and brackets

Concealed fixing system to maintain clean façade lines

Thermal Performance:

Air cavity improves insulation and reduces heat transfer

Stone mass provides thermal buffering against extreme temperatures

3. Shading & Solar Control Elements

Horizontal aluminum fins integrated with the façade

Recessed glazing to reduce direct solar exposure

Deep overhangs and self-shading forms generated through building geometry

Façade articulation aligned with sun path and west-facing heat mitigation strategies

4. Integrated Lighting System

Linear LED lighting embedded within aluminum façade bands

Accent lighting highlighting horizontal movement and architectural lines

Low-energy LED fixtures with concealed wiring channels

Night-time illumination reinforces the “Silverline” identity and landmark presence

5. Waterproofing & Weather Protection

Silicone sealant joints in curtain wall systems

EPDM gaskets for airtightness and water resistance

Drip edges and flashing at slab edges

Proper drainage channels at façade base and terraces

6. Maintenance & Durability

Unitized curtain wall allows easy panel replacement

Stone cladding treated with weather-resistant sealants

Aluminum components corrosion-resistant and low maintenance

Access provisions for façade cleaning integrated into service planning

Façade Performance Summary

Transparency vs. Solidity Balance:
Curtain wall expresses openness and brand visibility; stone cladding anchors the building in local context.

Climate Responsiveness:
Combination of shaded glazing, ventilated cladding, and thermal mass addresses Jaipur’s hot-dry conditions.

Brand Expression:
Clean horizontal lines, precision detailing, and material refinement reflect Mercedes-Benz’s design language.

Documentation

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