Mercedes-Benz Canada and Holt Renfrew have joined forces to introduce a new luxury destination in the heart of Toronto. Mercedes-Benz Studio Toronto has taken over a dedicated space inside Holt Renfrew’s flagship Bloor Street store, bringing automotive design, fashion and curated retail together under one roof. Part of the global Mercedes-Benz Studios initiative, the Toronto location will translate the brand’s new “Welcome home” narrative into an immersive urban experience. The space also plays a key role in Mercedes-Benz’s 140 Years of Innovation celebrations, joining studios in more than 10 cities across four continents.
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A luxury experience beyond the vehicle
Located in Yorkville, Mercedes-Benz Studio Toronto is designed to showcase the brand beyond the traditional showroom. Visitors will encounter a rotating selection of vehicles, including AMG performance models, the S-Class, the Electric GLC and personalized MANUFAKTUR creations.
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“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.”
Three transformations throughout 2026
The studio will evolve through three creative variations during 2026, each exploring themes of sport, timeless creativity and holiday celebration. Every transformation will introduce new automotive displays, updated fashion offerings and exclusive experiences, encouraging guests to return throughout the year. Limited-edition releases will include co-branded pieces created with Canadian and international luxury and fashion brands. These collections will connect Mercedes-Benz vehicles with premium lifestyle products, performance-inspired design and contemporary style.
Personalization takes centre stage
A permanent MANUFAKTUR Atelier will highlight Mercedes-Benz craftsmanship and customization. Designed to resemble a working studio, the space will allow guests to explore personalized merchandise and visit a live customization station. The collaboration reflects both brands’ belief that modern luxury is defined by discovery, self-expression and memorable experiences. Mercedes-Benz brings 140 years of automotive innovation, while Holt Renfrew contributes 188 years of luxury retail expertise.
