Mercedez-Benz has taken a suprise turn into the London property market, opening a set of luxury apartments with decor inspired by its vehicle interiors.
What is it London lacks? Affordable housing? A 24-hour tube? Oh no that's it, a set of luxury Mercedes-themed apartments. Soft and shiny is probably the best way to describe them. The velour furnishings offset by things like this unusual headboard. And then there's the so-called Black Magic Wall. A smart TV system integrated with your motor - for those who just can't get enough. Head of Business Innovation, Wilfried Steffen. SOUNDBITE (English) WILFRIED STEFFEN, HEAD OF MERCEDES-BENZ BUSINESS INNOVATION DEPARTMENT, SAYING: "We had a great collaboration with our design team so you will see the shape, the textures, the materials from a Mercedes-Benz car interpreted into a living environment. And it works." Well that depends on whether you like sleeping in a car. The company clearly thinks it's not a dead-end though. With 6 flats in London's upmarket West End and plans for another 9 in Singapore next year. IG's Alastair McCaig. (SOUNDBITE) (English) IG MARKET ANALYST, ALASTAIR MCCAIG, SAYING: "Ferrari have diversified pretty extensively as well, away from just super cars and the likes, into everything from different branded goods, clothing royalties, onto amusement parks in Dubai for example. So it'll be interesting to see how successful this is." At £400 a night, it doesn't come cheap. But whatever the interest, chances are it'll be higher than if this were designed by VW say.