Mercedes-Benz opens city-centre brand studios worldwide

Mercedes-Benz has launched a global Studios initiative, opening urban brand and retail spaces in more than ten cities across four continents throughout 2026. The first location opened in Copenhagen, with further sites planned across Europe, North America, Asia and Australia. Each studio is positioned in a city-centre location and combines product display, exclusive events and sales functionality within a single space.

The initiative is framed around Mercedes-Benz’s “Welcome home.” brand narrative and is timed to coincide with the company’s 140th anniversary year, marking 140 years since Carl Benz filed the patent for the first automobile. Each location is tailored to its city within a consistent global framework, with launch timing optimised to local market conditions.

Christina Schenck, Vice President Digital and Communications and Investor Relations at Mercedes-Benz AG, said: “Our Mercedes-Benz Studios are meant to make visitors feel welcome. We’re bringing our newest and most exciting cars right into the heart of the city, so customers can experience them up close, in a relaxed and inspiring setting. It’s about creating places people enjoy spending time in; discovering our products, connecting with the brand, and feeling at home with Mercedes-Benz.”

Source: Mercedes-Benz