Mercedes-Benz opens its first Australian 'Studio'

Australia’s first Mercedes-Benz Studio has opened its doors today in Sydney, marking the local debut of an ambitious retail concept now being rolled out globally.

Prominently located in the heart of the Sydney CBD at 39 Martin Place, Mercedes-Benz Studio Sydney joins similar outlets already opened in more than 10 “influential metropolitan centres” across Europe, North America and Asia through 2026, as part of a global retail initiative for the luxury German auto brand.

These include Los Angeles, Munich, Budapest, Bucharest, Copenhagen, Delhi, Prague, Seoul, Singapore, Stockholm, Tokyo, Toronto and Warsaw, where Mercedes-Benz Studios are now established in high-profile inner-city locations.

The three-pointed star brand’s new studios are more than just dealerships, with each following a common global framework while being “tailored to its individual city, allowing local culture, partnerships and customer interests to shape the experience”, says Mercedes-Benz.

Open to customers, enthusiasts and other visitors, each studio will showcase Mercedes-Benz vehicles, events and collaborations, including “an ever-changing program of vehicle displays, product releases, events and cultural experiences” to create “an immersive space where design, technology and culture converge”.

Today’s Mercedes-Benz Studio Sydney opening will be highlighted by the Australian public debut of the new Mercedes-Benz GLE well ahead of the large SUV’s local launch later this year.

The new Mercedes-Benz GLE 350d will be on display alongside “a curated selection of vehicles that reflect the evolution of Mercedes-Benz’s portfolio”, while an ongoing calendar of experiences will focus on art, design, fashion, sport, technology and culture.

Mercedes-Benz Australia/Pacific CEO and managing director Homero Becerra said Mercedes-Benz Studio Sydney brings together the heritage of the premium brand and its vision for the future, as it commemorates ‘140 Years of Innovation’ since Carl Benz filed the patent for the first automobile.

“Mercedes-Benz Studio Sydney provides an impactful experience in one of the world’s most iconic cities,” he said in a press release.

“Sydney attracts visitors from around the globe and is celebrated for its innovative design, providing the perfect environment to engage fans, brand enthusiasts and customers alike.

“With an ever-changing selection of vehicles, stories and experiences, the Studio will offer visitors and the local community a compelling insight into the breadth of Mercedes-Benz at every visit.”

Designed as an open and dynamic brand space in which vehicles take centre stage, surrounded by contemporary furniture and modular seating, the studio features construction materials inspired by Mercedes-Benz vehicle interiors.

These include car seat leather with white contrast stitching and brushed silver metal with tactile textiles, warm timber and metallic finishes, which a floor-to-ceiling LED wall creates a huge digital canvas displaying new products, stories and cultural experiences.

Other highlights include intricate decorative lights designed by Volker Haug, recipient of the 2025 Melbourne Design Week Award, and a Burmester sound system comprising a 232 Integrated Amplifier, two 218 amps and BC150 speakers.

Mercedes-Benz Studio Sydney will be open to the public from 10:00am to 6:00pm on weekdays.

Mercedes-Benz isn't the only brand to launch studio-style retail locations in Australia. Rival luxury brand Genesis, for example, has opened studios in areas with high foot traffic in Sydney and Melbourne's CBDs, while Cadillac's first retail location in Australia is located among luxury retailers at the Rosebery Engine Yards precinct in Sydney.

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