CNW Group/Mercedes-Benz Canada Inc.
Mercedes-Benz Canada has expanded its retail presence beyond the dealership with the opening of Mercedes-Benz Studio Toronto, an immersive brand experience inside Holt Renfrew’s flagship store on Bloor Street.
The studio, which opened June 26, is the first Canadian location in Mercedes-Benz’s global Studios initiative. According to Mercedes-Benz Canada, the concept is designed to introduce consumers to the brand through vehicles, fashion, design and curated retail experiences in a downtown luxury setting.
The Toronto location is part of the automaker’s year-long celebration marking 140 years since the invention of the automobile. More than 10 Mercedes-Benz Studios are being established in major cities around the world, with each tailored to its local market while following a common global design concept.
Mercedes-Benz Studio Toronto will feature three themed installations throughout 2026, with each refresh introducing different vehicle displays, fashion collections and limited-edition collaborations with Canadian and international brands.
Among the permanent features is the MANUFAKTUR Atelier, where visitors can explore the automaker’s vehicle personalization program alongside customized merchandise.
The collaboration reflects a broader strategy among luxury automakers to engage consumers outside traditional retail channels through experiential marketing and lifestyle partnerships. Holt Renfrew said the installation aligns with its focus on combining premium brands with unique in-store experiences.
Mercedes-Benz Canada said the studio showcases a range of vehicles, from AMG performance models and the S-Class to the upcoming electric GLC, while highlighting the brand’s design philosophy and expanding lineup of electric vehicles.
The Toronto installation will remain in place through multiple creative updates during 2026 as part of the company’s global anniversary celebrations.
