Mercedes-Benz Rethinks the Car Showroom with Singapore Studio at Gardens by the Bay

Mercedes-Benz has opened its first Southeast Asian Studio in Singapore, a year-long immersive lifestyle space at Gardens by the Bay that blends cars with art, food, retail, and community events without on-site sales staff.

Mercedes-Benz is redefining the traditional car showroom with the opening of its first Southeast Asian Studio in Singapore. Located at the SG50 Lattice within Gardens by the Bay, the Mercedes-Benz Studio Singapore is a semi-permanent, immersive lifestyle space designed to build brand connection rather than facilitate transactions.

"With Studio we are bringing the Mercedes-Benz brand to life for our customers and fans without being transactional about it," said Marcel Luis Mustelier Perez, President and CEO of Mercedes-Benz Singapore. "We want to create events and feature brand partners that are relevant to people and to the theme of 'Welcome Home'."

The Studio, open to the public from September 2, is one of only 14 such spaces globally and the only one in Southeast Asia, joining locations like Tokyo, Los Angeles, Seoul, and Sydney . It is planned to occupy the Gardens by the Bay space for one year.

A New Kind of Car Showroom

Unlike conventional dealerships, the Mercedes-Benz Studio Singapore does not have sales staff on site. Instead, it is organised into three interconnected zones:

• Canvas: A dynamic platform where Mercedes-Benz vehicles are displayed alongside art and design installations. The space opens with the all-new electric GLC 400 4MATIC, framed by a commissioned digital artwork, "Liquid Studios Singapore," by local creative studio Metamo Industries.
• Commune: A social hub featuring a café and bar, furnished by local design partners Commune and Stacked Store. It hosts culinary residencies, starting with Ferm, a fermentation bar, alongside product showcases and limited-edition merchandise.
• Courtyard: An open communal space designed for community events and gatherings. Its opening Community Weekend will feature collaborations with adidas Run Club, cycling brand Rapha, wellness collective TUNDRA, and local creative workshops.

The Studio's programming will evolve over the year, with plans to host events around the WTA Finals and the Formula 1 Singapore Grand Prix.

Here is the question this new car showroom concept raises. Mercedes-Benz is moving away from the traditional dealership model to create a lifestyle destination that prioritises experience over transactions. When a luxury brand invests in a space that doesn't sell cars, what does it mean for the future of automotive retail?

FAQ:

Q: Where is the Mercedes-Benz Studio Singapore located?
A: The Mercedes-Benz Studio Singapore is located at the SG50 Lattice within Gardens by the Bay. It opened to the public on September 2, 2026.

Q: How long will the Mercedes-Benz Studio Singapore be open?
A: The Studio is planned to occupy the Gardens by the Bay space for one year.

Q: Can I buy a car at the Mercedes-Benz Studio Singapore?
A: No. The Mercedes-Benz Studio Singapore is a lifestyle and brand experience space without on-site sales staff or vehicle sales.

Q: What are the opening hours of the Mercedes-Benz Studio Singapore?
A: The Studio is open Wednesday and Thursday from 4pm to 10pm, and Friday to Sunday from 8am to 8pm.

Q: What is the "Welcome Home" theme at the Mercedes-Benz Studio?
A: "Welcome Home" is a global initiative celebrating Mercedes-Benz's 140th anniversary, designed to evoke feelings of ease, comfort, and belonging for customers and fans.