In recognition of changes in customer profiles and advances in technology, Mercedes-Benz appointed ARCA Unlimited to redesign customer interaction points at dealerships. The latest Mercedes-Benz brand aspiration, “Sensual clarity as an expression of modern luxury,” was the concept statement to which all proposals were measured. Sales areas integrate cutting-edge vehicle configuration technology in various environment types; each appealing to distinct customer categories. Customers and sales personnel have options of formality as both informal open-plan areas and more private configuration cubicles, lounges and meeting rooms are provided. Sales offices give way to sales configuration areas where meeting tables replace desks and similar high-backed chairs are provided for customers and staff in a luxuriously finished, plush environment. These changes acknowledge not only a better-informed customer base but also the importance of the customer. The environment is thus designed from a customer point of view.