Sydney is a thriving metropolis, drawing visitors from around the world with its bustling streets, world-class dining, architecture and culture. Now, amid the laneways, cafés and office towers, the city has a new landmark: Mercedes-Benz Studio Sydney.

The idea is simple: bring the three-pointed star closer to everyone. It’s a chance to discover, explore and connect with the brand.

The Mercedes-Benz Studio opens at 39 Martin Place, Sydney on September 17, 2026, introducing the brand’s latest global concept to Australia, and becoming the fourteenth city to host its ‘Welcome Home’ Studio concept.

Mercedes-Benz Studio Sydney is not a showroom, per se. There will certainly be Mercedes-Benz vehicles on display, including latest models making their Australian debut; yet the Studio is conceived as a public brand and cultural space, rather than a traditional Mercedes-Benz retailer.

Visitors can walk in and explore cars and technology at their leisure, or engage with a rolling calendar of launches, exhibitions, collaborations and events set to span art, fashion, design, sport and culture.

Why Sydney?

Location is central to the Mercedes-Benz Studio concept. Martin Place, in the heart of Sydney’s CBD, is surrounded by heritage architecture, major financial institutions, retail destinations and busy transport connections.

​​“Mercedes-Benz Studio Sydney provides an impactful experience in one of the world’s most iconic cities,” says Mercedes-Benz Australia/Pacific CEO and managing director, Homero Becerra. “Sydney attracts visitors from around the globe and is celebrated for its innovative design, providing the perfect environment to engage fans, brand enthusiasts and customers alike.”

Within that context, Mercedes-Benz has created an Australian interpretation of its global ‘Welcome Home’ Studio philosophy. The location has extra significance for Mercedes-Benz, having already played a part in the global 140th anniversary celebrations. In June 2026, Martin Place hosted the first stop in the Australian leg of our global ‘140 Years. 140 Places.’ journey, which marked 140 years since Carl Benz filed his automobile patent.

The interior has been designed to feel like a contemporary living and exhibition space, albeit one with unmistakable automotive influences. Contemporary furniture and modular seating allow the space to be rearranged as exhibitions and events change.

The main wall is dominated by a floor-to-ceiling LED installation that can transform the character of the Studio according to the vehicle, event or exhibition being presented.

Australian design has also been distinctively incorporated into the fitout. designer Volker Haug – the recipient of the 2025 Mercedes-Benz Design Week Award, is represented by three Bruce Highrise wall sconces and a Tux table lamp, adding a distinctly local feel to the internationally developed concept. The decorative lighting sits across from the Studio’s large-scale digital installation.

The auditory experience was another important part of the design process. Burmester, the long-standing global audio partner of Mercedes-Benz, has installed a premium sound system incorporating a 232 integrated amplifier, two 218 power amplifiers and BC150 loudspeakers.

New cars take centre stage

Despite the Studio’s broader cultural charter, cars undoubtedly remain its key attraction and focus.

During opening week, visitors can see the new Mercedes-Benz GLE 350 d SUV as it makes its Australian debut ahead of the local market launch later in 2026.

Adding to this is the Mercedes-Maybach SL 680 Monogram Series, the sportiest Maybach ever created, wrapped in rare and personalised detailing.

These are just two vehicles in an evolving display at Martin Place, including future model launches and previews, as well as special vehicles and exhibitions.

“With an ever-changing selection of vehicles, stories and experiences, the Studio will offer visitors and the local community a compelling insight into the breadth of Mercedes-Benz at every visit,” says Homero.

Global concept, local design

While the global network of Mercedes-Benz Studios follows a common framework, each individual Studio space is tailored to its city through local design, partnerships and events.

The Studio Sydney is designed to complement the existing Mercedes-Benz retailer network, adding an inner-city front door to the brand: a place to discover a new model or attend an event before taking the next step into a retailer’s showroom.

From September 17 2026, this touchpoint in the city’s heartland will become a permanent presence.

As technology evolves, and lifestyle credentials become equally important as driving prowess, spaces like this matter more than ever – places that show you how design, culture and innovation come together to create an unmatched experience behind the wheel.