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Mercedes-Benz has opened its first Studio in the United States, a luxury brand space designed for people who want to experience what the automaker is all about without setting foot inside a traditional dealership. The Studio is also home to its first U.S. Manufaktur Made to Measure hub, where customers can personalize their vehicles by selecting materials, colors, and trim.
Mercedes-Benz Studios are physical spaces where visitors can
explore the brand through vehicle displays, events, local partnerships, and
personalized experiences. Each location follows the same general concept but is
adapted to its host city. Some are temporary, while others remain open longer
term.
Mercedes-Benz Studio Los Angeles is located in Beverly Hills, just steps from glamorous Rodeo Drive. The open, airy space, which we toured during its grand opening, combines modern luxury with coastal-inspired décor, including trees, plants, and abundant natural light.
The Studio is a place where vehicles can be exhibited, but it also offers merchandise, music displays, and other ways for visitors to experience Mercedes-Benz outside a dealership environment. Think of it as a lifestyle destination centered on the brand.
Mercedes presently operates Studios in 18 cities around the
world, including Munich, Copenhagen, and Tokyo, but this is the first time the
concept has opened in the United States.
In addition to hosting events, the Studio houses the brand’s first U.S. Manufaktur Made to Measure hub. Through private, one-on-one appointments, customers can physically compare paint finishes, leather, and trim for their vehicles instead of relying solely on a digital configurator.
During our tour, we were told that customers first purchase their vehicles through a dealership before visiting the Made to Measure hub to finalize their material and color selections. It’s here where you can choose the orange seats with yellow stitching, or create an all-purple interior. And don’t worry, Mercedes’ employees won’t judge. Those unable to travel to Southern California can also examine materials in person at dealerships, which will receive sample kits representing some of the available colors and trim options.
The U.S. is a particularly strong market for vehicle personalization. Markus Bauer, head of Mercedes-Maybach, said customers paying a significant premium for a highly individualized vehicle want the opportunity to see and touch the materials before making their final decisions.
“You want to see it. You want to feel it. You have to visualize it,” Bauer said. “Customers are willing to invest and pay into that because they really feel they can create something unique.”
He added that Manufaktur offers more than 150 color options, along with an even wider selection of interior colors.
Mercedes-Benz Studio Los Angeles is scheduled to remain open through at least February 2027, although its run could be extended depending on visitor interest.
