Mercedes-Benz is rethinking the car showroom with its new Singapore Studio

Mercedes-Benz has unveiled its first-ever Studio in Southeast Asia, launching at Gardens by the Bay in Singapore. The initiative marks a shift in how the automaker engages with consumers, blending automotive innovation with cultural and lifestyle experiences. The studio, named Mercedes-Benz Studio Singapore, officially opened to the public on September 2, 2026, following months of preparation and planning. Located within the Future of Us Pavilion, the space is designed to reflect the unique character of Singapore while serving as a global showcase for the brand's evolving vision. The Studio concept, previously introduced in major cities such as Los Angeles, Copenhagen, Rome, Seoul and Tokyo, aims to create a more immersive and accessible connection between the brand and its audience. In Singapore, the Studio occupies a dedicated location at Gardens by the Bay for a year, offering a temporary yet impactful presence. Unlike traditional car showrooms, this space integrates automotive displays with artistic installations, community programs and lifestyle offerings, positioning itself as a multifunctional urban hub. A key feature of the Studio is the Canvas section, a platform for creative collaboration that bridges automotive design with local and regional artistic talent. The area launched with a special commission from Singapore-based Metamo Industries titled Liquid Studios Singapore, a digital artwork that explores the intersection of technology and visual storytelling. This section also serves as a venue for showcasing the latest Mercedes-Benz models, including the newly introduced GLC 400 4MATIC electric variant. This model represents the brand’s commitment to sustainability and innovation, featuring a redesigned illuminated grille that makes its debut on a Mercedes-Benz vehicle. In addition to automotive exhibits, the Studio includes the Commune space, which focuses on hospitality, retail and lifestyle engagement. Partnered with local businesses Commune and Stacked Store, this area offers visitors the opportunity to explore limited-edition merchandise and engage with the brand’s latest product developments. A rotating calendar of culinary and lifestyle collaborations further enriches the visitor experience, with current highlights including a residency by Ferm, a company specializing in probiotic beverages that reinterpret traditional fermentation techniques using modern methods. The Courtyard, another central component of the Studio, functions as a flexible communal space designed to foster interaction and discovery. Featuring modular furniture that adapts to various events and gatherings, the area hosts a diverse array of activities ranging from creative workshops to live performances. The first community weekend, scheduled for the last weekend of August, brought together multiple collaborators, including Adidas Run Club, Rapha, TUNDRA and Studio Wilt, offering attendees a mix of fitness, wellness, and artistic experiences. A live screen-printing session by Tell Your Children added a hands-on element to the event, emphasizing the Studio’s role as a platform for both inspiration and participation. Visitors can access the Studio free of charge, though certain programs may require prior registration or separate tickets. The facility operates from Wednesday to Thursday, 4 pm to 10 pm, and Friday to Sunday, 8 am to 8 pm. With its blend of automotive innovation, artistic expression and community engagement, Mercedes-Benz Studio Singapore reflects the brand’s broader strategy to redefine the customer experience in an increasingly competitive market.