Key highlights
- Mercedes-Benz Studio Sydney has opened at 39 Martin Place in the CBD.
- The new space will showcase vehicles, product launches, events and cultural collaborations.
- The new Mercedes-Benz GLE is making its Australian public debut at the Studio.
Mercedes-Benz has opened its first Australian Studio in Sydney, bringing the German brand’s global retail concept to the heart of the CBD. Located at 39 Martin Place, Mercedes-Benz Studio Sydney is designed to operate differently from a traditional dealership. Rather than focusing solely on vehicle sales, the space combines cars with displays, events and collaborations covering areas such as design, fashion, technology, sport and culture.
The Sydney Studio joins similar Mercedes-Benz locations in major cities around the world, including Los Angeles, Munich, Delhi, Singapore, Seoul, Tokyo and Toronto.
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What is a Mercedes-Benz Studio?
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The Studio concept is intended to give Mercedes-Benz a high-profile urban presence where customers and the broader public can interact with the brand. Each Studio follows a common global design framework, but Mercedes-Benz says the individual locations are adapted to their cities, with local culture, partnerships and customer interests influencing the experience.
That makes the Sydney site more of a brand and experience space than a conventional showroom. Vehicles remain the centrepiece, but the displays and events are designed to change over time. For Australian car buyers, that means the vehicles shown at the Studio can change as new models arrive, while product launches and other events can give visitors another way to explore the brand without visiting a suburban dealership.
New Mercedes-Benz GLE makes Australian debut
The opening of the Sydney Studio coincides with the Australian public debut of the new Mercedes-Benz GLE. A Mercedes-Benz GLE 350d will be displayed at the Studio ahead of the large SUV’s local launch later this year. Mercedes-Benz has not provided further Australian pricing or detailed local specifications as part of the Studio announcement.
The GLE will be joined by a selection of other Mercedes-Benz vehicles intended to demonstrate the development of the brand’s current model range. The rotating displays are also expected to form part of the Studio’s broader programme, with Mercedes-Benz planning vehicle presentations alongside experiences centred on art, design, fashion, sport, technology and culture.
Inside Mercedes-Benz Studio Sydney
The interior has been designed to echo elements found in Mercedes-Benz vehicles, including leather, brushed metal, textiles and timber. A floor-to-ceiling LED wall provides a large digital backdrop for vehicle launches, brand stories and other content, while modular seating and contemporary furniture keep the space closer to a modern lounge than a traditional car showroom.
The Studio also features decorative lighting designed by Australian lighting designer Volker Haug, who received the 2025 Melbourne Design Week Award. A Burmester sound system is another feature of the space, using a combination of amplifiers and speakers to provide the audio for the Studio. The design is consistent with Mercedes-Benz’s wider approach of making its retail spaces part of the brand experience rather than simply places to display cars.
Mercedes-Benz follows a wider retail shift
Mercedes-Benz isn’t the first luxury car brand to experiment with high-foot-traffic retail spaces in Australia. Genesis has established Studio locations in the Sydney and Melbourne CBDs, while Cadillac’s first Australian retail location is at the Rosebery Engine Yards precinct in Sydney.
For manufacturers, these locations provide a way to put new vehicles directly in front of people in major urban centres, where many potential customers may not regularly visit a traditional dealership. Mercedes-Benz Studio Sydney is open to the public from 10am to 6pm on weekdays. For Australian buyers interested in the new Mercedes-Benz GLE, the Studio also provides an opportunity to see the SUV in person before its local launch later this year.
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