Mercedes-Benz introduces urban Studios concept in major global cities

Mercedes-Benz presents its new urban Studios concept, starting in Copenhagen, with plans for global expansion across key cities and integrated brand experience spaces.

Mercedes-Benz is moving its brand directly into the heart of global cities, launching a network of Mercedes-Benz Studios that combine vehicle showcases, cultural events and sales in one space. The first location has already opened in Copenhagen, with more than ten studios planned across four continents in 2026.

The concept shifts the traditional approach to customer interaction. Instead of relying on dealerships outside city centers, the brand brings its latest models — including electric vehicles and the flagship S-Class — into vibrant urban environments, where visitors can explore products and attend curated events.

This move reflects a broader strategic direction. Mercedes-Benz positions these studios as a way to strengthen brand presence in key cities, increase visibility and reach new target groups. Customer experience becomes a central element, standing alongside the product itself.

The initiative is also tied to the anniversary campaign “140 Years of Innovation”, marking 140 years since Carl Benz’s first automobile patent. At the same time, the company is running the global journey “140 Years. 140 Places”, with three S-Class vehicles traveling over 50,000 kilometers across six continents and stopping at symbolic locations worldwide.

Partnerships with Formula 1 and the Women’s Tennis Association (WTA) play a supporting role, helping to create events and cultural touchpoints within the studios and extending the brand’s reach beyond the automotive sphere.

Mercedes-Benz has not disclosed the full list of cities or detailed specifications of the upcoming locations. Each studio will be tailored to its local market while following a unified global concept.

Together, these steps show a clear shift: the company is not only focusing on cars, but on how they are experienced, aiming to embed the brand into everyday urban life and turn customer interaction into a broader, continuous journey.