The new Mercedesbenz Studio opens in Beverly Hills
The new Mercedesbenz Studio has opened at 242 North Beverly Drive in Beverly Hills—the marque’s first U.S. outpost in its global studios network. The two-story space pairs public exhibitions celebrating Mercedes culture with an exclusive Manufaktur Made to Measure atelier for bespoke vehicle customization. Officially opened earlier this week, it joins 13 customer centers worldwide and adds another A-list atelier to Beverly Hills’ luxury retail scene.
For readers tracking luxury real estate and dream homes, the debut underscores how flagship brands are turning premium addresses into cultural destinations—not just showrooms.
Key Takeaways
- The new Mercedesbenz Studio is the first stateside site in Mercedes-Benz’s global studios concept.
- The public first floor hosts Southern California–focused 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.
- Made to Measure covers Maybach plus S-Class, G-Class, and AMG variants with extensive color and trim options.
- A Maybach Icons of Luxury boutique is slated to open nearby in a few months.
Where is the new Mercedesbenz Studio and why does it matter?
The studio sits at 242 N. Beverly Drive in Beverly Hills, already a hub for brick-and-mortar luxury. According to Robb Report, it is one of 13 such centers globally—and the first in the United States.
At the premiere, Mathias Geisen of the Mercedes-Benz Group Board of Management linked the opening to 140 years since Carl Benz invented the automobile and 138 years of the brand’s American journey, calling the U.S. one of its most important partners.
What happens inside the two-story Beverly Hills space?
The first floor is open to the public for events and exhibitions that connect Southern California culture with the brand’s legacy. The debut evening featured a performance by actress and singer-songwriter Suki Waterhouse, plus collaborative capsule collections, cocktails, and listening experiences from a Mercedes and Dolby Laboratories partnership.
The second floor houses the Manufaktur Made to Measure atelier—also a U.S. first. Guests received guided tours at the opening, but ongoing access is limited to clients customizing cars on order. A consultation space includes a configurator display.
How far can Manufaktur Made to Measure customization go?
The program is about two years old and is not limited to Maybach. Standard Mercedes-Benz S-Class and G-Class models, plus AMG variants, can be tailored. Options include 30 wheel colors, hundreds of Nappa leather choices, contrast stitching and piping, custom embroidery, and up to 20,000 claimed exterior color variations via Match to Sample.
The Mercedes-Maybach GLS 680 also debuted globally at the studio, alongside displays such as the Maybach SL 680 Monogram Series. Markus Bauer, head of Mercedes-Maybach, said the atelier fits a wide client range—from thirtysomething first-time buyers in China to U.S. customers in their 50s and 60s.
Geisen told Robb Report that top-end sales rose from roughly 11 percent in 2019 to 15 percent worldwide, while in the U.S. the top end is around 30 percent of share—and Maybach demand doubled over five years. Similar studios already operate in cities including Toronto, Stockholm, Tokyo, Seoul, Munich, and Singapore, with roughly seven more planned this year.