Mercedes-Benz will expand its Australian presence beyond traditional dealerships later this year with the opening of Mercedes-Benz Studio Sydney, a new city-centre brand space designed to showcase the marque through product displays, events and cultural activations.

Scheduled to open in September at 39 Martin Place, the Studio will become the fifth Mercedes-Benz Studio worldwide and forms part of a broader global initiative to establish similar venues in major cities across Europe, North America, Asia and Australia.

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Unlike a conventional retail showroom, the Studio is intended as a public space where visitors can view new models, attend invitation-only events and experience rotating exhibitions and brand activations.

Ahead of its official opening, the Martin Place location will host its first public activation from June 26 as part of Mercedes-Benz’s global “140 Years. 140 Places.” campaign, celebrating 140 years since Carl Benz patented the world’s first automobile.

The international initiative sees the new Mercedes-Benz S-Class visit 140 locations around the world that reflect the brand’s history and global presence. The Sydney Studio has been selected as one of the campaign’s Australian destinations before opening later this year.

Mercedes-Benz Australia CEO and Managing Director Homero Becerra said Sydney was chosen as one of a small number of cities participating in the global Studio concept.

“Mercedes-Benz Australia is proud that Sydney has been selected as one of the key cities in the global Mercedes-Benz Studio initiative,” Becerra said.

Located in the heart of Sydney’s CBD, Martin Place has long been regarded as one of the city’s most significant civic spaces, linking heritage buildings, financial institutions and major public transport connections.

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Mercedes-Benz says the Studio will be open to the public and will focus on experiences beyond vehicle sales, including new model launches, exhibitions and collaborations spanning technology, art, sport and culture.

The concept reflects a broader trend among premium automotive brands, many of which are establishing flagship city locations that place greater emphasis on lifestyle and brand engagement than traditional dealerships.

More than 10 Mercedes-Benz Studios are expected to open globally during 2026, with Sydney becoming the first Australian location in the expanding international network.