Mercedes-Benz Opens Studio Los Angeles and First U.S. MANUFAKTUR Hub in Beverly Hills
Mercedes-Benz opens its first U.S. brand studio in Beverly Hills, featuring a dedicated MANUFAKTUR Made to Measure Hub for personalized vehicle consultations.
- 18 cities across 4 continents
- over 40%
- 140 years of innovation
What Happened
Mercedes-Benz opened its stunning new Mercedes-Benz Studio Los Angeles in Beverly Hills, marking the U.S. debut of its global brand studio concept. The initiative establishes brand spaces in 18 influential cities across four continents, combining emotional brand storytelling with cultural relevance. Los Angeles joins locations including Munich, Budapest, Delhi, Seoul, Singapore, Stockholm, Tokyo, Toronto, and others.
The Studio is designed to reflect the character of its surroundings, emphasizing light, openness, and a relaxed sense of modern luxury inspired by Southern California's indoor-outdoor lifestyle. An open layout with warm materials and refined details creates flexible zones for guests to explore the brand's legacy. A dedicated MANUFAKTUR Made to Measure Hub offers an exclusive setting for bespoke craftsmanship.
“As one of the world’s most valuable brands, Mercedes-Benz has always stood for combining engineering excellence with emotional experiences that bring our 'Welcome home' promise to life. That is why we are introducing Mercedes-Benz Studios, bringing our brand into the heart of the world’s most iconic cities. Los Angeles is an important part of this global network, creating new ways for people to ex”
The first MANUFAKTUR Made to Measure Hub in the United States offers exclusive one-to-one vehicle personalisation appointments in a private environment. Customers schedule through their retail partner. This is only the second MANUFAKTUR Made to Measure location worldwide after the Center of Excellence in Sindelfingen, Germany. The United States is the most important market for MANUFAKTUR, accounting for over 40 percent of global demand in 2025.
>40%
in 2025
Mercedes-Benz expanded the MANUFAKTUR Made to Measure portfolio in July to include the Mercedes-AMG SL Roadster and Mercedes-AMG GT Two-Door Coupé. The new Mercedes-Maybach GLS made its world premiere at the Studio, showcasing the pinnacle of luxury and personalisation. Every Mercedes-Maybach customer selects an average of three MANUFAKTUR options, highlighting the connection between exclusive vehicles and personalisation.
The opening coincides with Mercedes-Benz's anniversary theme '140 Years of Innovation,' celebrating Carl Benz's patent for the first automobile in 1886. The brand is driving three new S-Class saloons to 140 locations worldwide, highlighting technology and heritage, with celebrations running until October. The Studio embodies the 'Welcome home' brand promise through immersive experiences and cultural collaborations.
Why this matters
The Studio Los Angeles marks Mercedes-Benz's strategy to create immersive brand experiences in iconic cities, making the brand more accessible. The first U.S. MANUFAKTUR Hub caters to the U.S., which generated over 40% of global MANUFAKTUR demand in 2025, offering top-end customers one-to-one consultations for bespoke vehicles. This reinforces the brand's focus on personalization and luxury in its most important individualisation market.
Terms in This Story
- MANUFAKTUR
- Mercedes-Benz's personalization program offering custom paint, materials, and interior options for top-end vehicles.
- Mercedes-Maybach
- Ultra-luxury sub-brand of Mercedes-Benz focusing on premium comfort and craftsmanship.
- WLTP
- Worldwide harmonized Light vehicles Test Procedure; standard for measuring fuel consumption and emissions.
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