Mercedes-Benz Canada and Holt Renfrew have launched Mercedes-Benz Studio Toronto, an immersive luxury experience that opens on June 26, 2026, at Holt Renfrew's flagship Bloor Street store in Toronto. The studio is part of the global Mercedes-Benz Studios initiative, bringing the brand's new 'Welcome home' narrative to life through a continuously evolving showcase of vehicles, curated fashion, premium products, and design.
A New Kind of Luxury Destination
Rooted in a shared belief that luxury is defined by feeling, discovery, and the journey, the collaboration unites two iconic brands in an unexpected way. The space will progress through three creative refreshes in 2026, each introducing updated fashion retail offerings and new automotive curations. This approach gives visitors compelling reasons to return throughout the year, reinforcing the studio as a dynamic destination within Holt Renfrew.
“Mercedes-Benz Studio Toronto brings our brand directly into Yorkville, the city’s most prestigious neighbourhood,” said Alex Matthews, Vice President, Digital, PR, and Marketing, Mercedes-Benz Canada. “Through our partnership with Holt Renfrew, we’ve created an inviting, design-led space where customers can experience Mercedes-Benz beyond the vehicle. From the track-bred performance of AMG and the opulence of the S-Class, to the innovation of the Electric GLC and the craftsmanship of MANUFAKTUR, the studio reflects how our brand continues to evolve while making audiences feel welcome.”
Global Studios Celebrating 140 Years
In 2026, Mercedes-Benz Studios are the cornerstone of the brand's 140 Years of Innovation celebrations. Located in exclusive settings across more than 10 leading cities on four continents, these studios combine immersive experiences with integrated retail and customer engagement. While each location follows a consistent global blueprint, every studio is uniquely tailored to its host city. Mercedes-Benz Studio Toronto offers consumers a new way to experience automotive excellence, design, fashion, and curated retail, united by the idea that journeys and discovery are sources of inspiration and fulfillment.
Three Creative Evolutions Throughout 2026
The studio will feature three creative variations throughout 2026, delivering captivating worlds of sport, timeless creativity, and radiant holiday celebrations. Each variation introduces updated fashion retail offerings paired with new automotive curations, ensuring a fresh experience for repeat visitors. The partnership between Mercedes-Benz and Holt Renfrew underscores a commitment to redefining luxury as an immersive, journey-driven encounter.
