Mercedes-Benz Australia has officially opened its first brand Studio in the heart of Sydney’s CBD. Sydney is the latest city to showcase the new concept that Mercedes-Benz says is a “place where culture, innovation and urban life intersect”.

The state-of-the-art Studio, located at 39 Martin Place in the heart of Sydney’s financial district, hasn’t been designed as a traditional car dealership, although it will feature a rotating line-up of new Mercedes-Benz models. Guests at the official opening of the Studio this week were given a first look at the all-new GLE 350d, the new diesel-powered $142,300 entry into the range, set to hit dealerships later this year.

Blue-green Mercedes GLE SUV on display in a showroom with a cityscape backdrop and white curtains behind it
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Mercedes-Benz Australia’s CEO and managing director Homero Becerra said at the official opening that Sydney was the obvious choice for the new concept store, calling it a global city immediately recognisable around the world.

“Sydney is a very international city,” he said, adding, “It’s a place where there’s business, there’s art, there’s passion, there’s creativity.”

The Studio, which is open to the public, will focus on events and exhibitions covering a broad spectrum including innovation, design, culture and sport in a relaxed environment.

Glass-fronted Mercedes showroom on a curved façade with the logo visible, pedestrians walking by on a city street.
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The Studio forms part of Mercedes-Benz’s global strategy to bring “our newest and most exciting cars right into the heart of the city so customers can experience them up close, in a relaxed and inspiring setting,” according Christina Schenck, Vice President Digital & Communications and Investor Relations at Mercedes-Benz. “It’s about creating places people enjoy spending time in; discovering our products, connecting with the brand, and feeling at home with Mercedes-Benz.”

Sydney joins an expanding number of Studios located across North America, Europe and Asia that have been designed to a offer a welcoming experience and connect people with the Mercedes-Benz brand and its products “in a more accessible way”.