Mercedes-Benz Retail Group dealers have worked together to open a 'pop-up' store in the Intu Trafford Centre, Manchester.

The pop-up shop has been organised by the group’s retailers in the Manchester area and will be open to visitors until October 11.

It follows the success of similar 'experiential' marketing activities at the Bullring in Birmingham and at Westfield Shopping Centre in East London.

The retailers involved are Mercedes-Benz Macclesfield, Manchester Central, Stockport, Whitefield and Manchester.

“This is all about taking the Mercedes-Benz product to visitors of Intu Trafford Centre and delivering a premium brand experience,” said Martin Nield, general manager for Mercedes-Benz Manchester Central.

“With 31 million visitors each year and outstanding TripAdvisor and Yelp reviews, Intu Trafford Centre is the perfect location to showcase the brand, its services and our product range.”

Roger Binks, customer experience director of Intu, said: “We’re seeing more and more innovative brand activations across our centres.

“The Mercedes-Benz pop-up shop is a great example of how a household name can reach a new audience, in a very different way.

“We’re able to surprise and delight our customers by adding something a little different to the usual shopping centre experience and giving Mercedes-Benz the opportunity to immerse customers in their brand in an exciting and creative way.”

Following the opening of a pop-up store in Birmingham’s Bullring, a Mercedes-Benz spokesman said of the further potential use of pop-up shops: “This was an opportunistic and first step towards offering an alternative experience of the brand, in addition to that offered by our network. We’re not yet putting this into a formal programme, however.”

> Read about the Bullring store and lessons for dealership staff