Mercedesbenz just opened new studio in Beverly Hills
Mercedesbenz just opened new Studio Los Angeles at 242 North Beverly Drive in Beverly Hills this week—the first U.S. outpost in the brand’s global studios concept. The two-story multipurpose space pairs public events with an exclusive Manufaktur Made to Measure atelier for bespoke automotive tailoring.
Key Takeaways
- Mercedes-Benz Studio Los Angeles opened this week at 242 N. Beverly Drive in Beverly Hills.
- It is the first of 13 global customer centers to open in the United States.
- The ground floor hosts public exhibitions and events; the second floor is reserved for Manufaktur Made to Measure clients.
- The Mercedes-Maybach GLS 680 made its global debut at the studio opening.
- A nearby Maybach Icons of Luxury boutique is planned to open in a few months.
Where is the new Mercedes-Benz studio, and why does it matter?
Already a hub for luxury retail, Beverly Hills now hosts Mercedes-Benz Studio Los Angeles, which Robb Report reports opened earlier this week. The address is 242 North Beverly Drive.
The location is part of Mercedes-Benz’s “global studios concept.” One of 13 such centers worldwide—including Toronto, Tokyo, Seoul, Munich, and Singapore—it is the first stateside. Mathias Geisen of the Mercedes-Benz Group board said the U.S. is among the brand’s most important partners, making the Los Angeles opening especially meaningful in a year marking 140 years since Carl Benz invented the automobile.
For readers tracking premium addresses and branded environments, this studio sits in the same conversation as other high-end destinations covered across luxury real estate and dream homes.
What can the public see on the first floor?
The first floor is open to the public and will host events and exhibitions tied to Southern California culture and the marque’s legacy. The debut evening included a performance by actress and singer Suki Waterhouse, plus collaborative capsule collections, cocktails, and listening experiences presented with Dolby Laboratories.
Displays at launch featured the Mercedes-Maybach SL 680 Monogram Series and the new Mercedes-Maybach GLS 680, which also made its global premiere at the studio. Markus Bauer, head of Mercedes-Maybach, introduced the SUV and linked the atelier’s bespoke focus to Maybach’s client base.
How does the Manufaktur Made to Measure atelier work?
The second floor is dedicated to Manufaktur Made to Measure—the first such atelier in the U.S. Access is limited to clients customizing cars on order. A consultation space includes a configurator display.
The program, roughly two years old, is not Maybach-only. Standard Mercedes-Benz S-Class and G-Class models, plus AMG variants, can be personalized. Options cited on a studio tour include about 30 wheel colors, hundreds of Nappa leather choices, contrast stitching and piping, custom embroidery, and up to 20,000 exterior color variations, including Match to Sample.
Geisen said top-end models rose from roughly 11 percent of world sales in 2019 to about 15 percent, with U.S. top-end share around 30 percent. Maybach demand has doubled over five years, he added. Similar studios already operate in cities from Stockholm to Singapore, with a goal of about seven more this year.