“Mercedes-Benz Studios”: Mercedes-Benz launches global initiative to create a “Welcome home.” experience across more than 10 leading cities around the world

• Mercedes‑Benz is establishing inner-city brand spaces across four continents in the world’s leading metropolises throughout 2026
• The initiative combines immersive, interactive brand experiences with integrated sales functionality – a holistic approach creating a unique touchpoint with the brand that unites customer acquisition, brand loyalty and engagement along the customer journey
• Each studio is tailored to its city, following an overall concept that supports consistent implementation across markets

Mercedes‑Benz launched its new global “Mercedes‑Benz Studios” initiative with the new location in Copenhagen, establishing city centre brand experiences to strengthen the brand presence in world leading cities. Mercedes‑Benz introduces brand spaces in more than 10 cities across four continents throughout 2026. As one of the 10 most valuable brands in the world of Interbrand's Best Global Brands ranking – for 10 years in a row – Mercedes‑Benz remains committed to building the most desirable cars in the world, while in parallel creating unique customer experiences.

Core objectives include bringing the brand closer to customers in selected metropolitan areas, gaining awareness, and building long-term customer relationships. Positioned in vibrant urban locations, the Mercedes‑Benz Studios let visitors truly feel the brand’s promise “Welcome home.”. Products, exclusive events, and cultural moments seamlessly connect brand experience and retail, from first contact through purchase.

“Mercedes‑Benz Studios” will be introduced in additional locations in Europe, as well as in North America, Asia, and Australia. Each space is as unique as the country in which it's based. The localised approach allows flexibility within a clearly defined global framework, enabling market-specific realisation while maintaining consistency across all activations. Launch dates vary from city to city as they are optimised to market conditions, locations, and the operational concept.

“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.” 
Christina Schenck, Vice President Digital & Communications and Investor Relations, Mercedes‑Benz AG

Connecting brand experience and commerce

The “Mercedes‑Benz Studios” form an integral part of the “Welcome home.” narrative and are anchored within the 2026 landmark of Mercedes‑Benz celebrating “140 Years of Innovation” – marking 140 years since Carl Benz's original patent. The initiative creates physical destinations where culture, innovation and urban life converge. At prime locations, customers experience latest products and innovations, exclusive events, cultural moments and strategic partnerships – including Formula 1 and the Women’s Tennis Association (WTA) – to authentically engage with the Mercedes‑Benz brand in their familiar urban environments. Numerous selected locations are also part of the “140 Years. 140 Places.” Route – an epic drive across six continents taking place right now bringing the anniversary celebrations directly to customers and fans (further information: link).

Strengthening urban brand leadership

The “Mercedes‑Benz Studios” initiative supports a clear strategic goal: bringing the Mercedes‑Benz brand closer to people in the heart of key cities while reinforcing our role in shaping urban and future mobility. As competition increases, these locations create visible, meaningful touchpoints where customers can experience the brand first-hand - helping us strengthen awareness, build preference and connect with new audiences in the places where brand perception is formed.

Mercedes-Benz Anniversary Year “140 Years of Innovation”

Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorised carriage shortly afterwards, Mercedes-Benz has dedicated itself to constantly innovate and to create the world’s most desirable cars for customers. This ambition has driven every innovation – from the world's first automobile in 1886 to today's intelligent and safe electric vehicles, like the all-new GLC and the award-winning all-new CLA. With the new S-Class, the company continues the biggest product launch programme in its history. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that leads through everything Mercedes-Benz does: Welcome home.

Mercedes-Benz is celebrating 140 years of innovation by driving three new S-Class saloons on a trans-continental journey to 140 locations worldwide. Each place highlights the brand’s technology, heritage, pioneering spirit and worldwide presence. Along the way customers, fans and colleagues will get to join in the celebrations - on an epic adventure that will run until October. Follow the “140 Years. 140 Places” drive across six continents on our “140 years of innovation | Mercedes-Benz Media” special and via the Mercedes-Benz Community.