Dieter Zetsche, Matchbox 20 and a 1937 540K Inaugurate Mercedes Showroom

On Tuesday night Mercedes-Benz Manhattan celebrated the opening of its sprawling, company-owned showroom on 11th Avenue between 53rd and 54th Streets. The dealership occupies the bottom floors of Mercedes House, a residential development designed by the architect Enrique Norten.

The showroom’s five stories are bound together by a spiraling ramp. Views down and across the 330,000 square-foot structure, which was built to the gold certification standards of the U.S. Green Building Council’s LEED rating system, lend a sense of openness. On the north wall of the showroom is a photographic mural, in black and white, of the company’s Park Avenue sales space, whose interior was designed by Frank Lloyd Wright.

The evening began with a cocktail reception, proceeded by a photo scrum at the arrival of New York party circuit regulars like Nick Cannon, Beth Stern, Alexa Ray Joel and Reverend Run of Run-DMC.

Daimler chairman Dieter Zetsche, who earlier on Tuesday regaled journalists with the company’s product plans, was spotted chatting near a gleaming silver 1937 Mercedes-Benz 540K Special Roadster from the collection of Sam and Emily Mann. The car may have overshadowed the production models on display — or served to remind attendees of the brand’s strong residual values. The 540K has been consigned for sale by RM Auctions in Monterey this August.

The reception was followed by what was billed as a champagne tailgate, accompanied by a surprise performance by Matchbox 20 in Dewitt Clinton Park, across the street.

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