Mercedes-Benz Canada is taking its brand beyond the dealership in a partnership with Holt Renfrew that immerses shoppers in its luxury lifestyle.
Launched last week at Holt Renfrew’s flagship Yorkville location on Bloor Street, Mercedes-Benz Studio Toronto is an immersive experience integrated with luxury-lifestyle fashion brands as part of the automaker’s 140th-anniversary celebrations. Each of the automaker’s 10 planned global studios is tailored to its host city, with Toronto featuring a test-drive pop-up, co-branded apparel drops and Manufaktur Atelier, a customization station that gives guests the chance to personalize their newly purchased merchandise.
Images courtesy of Mercedes-Benz Canada
Mercedes Canada AOR Track OMC led the creative, design and installation of the studio, along with the Holt Renfrew brand integration, while OMD is handling media buying, Creo is working on creator partnerships and Porter Novelli is supporting on PR.
Alex Matthews, Mercedes Canada’s VP of digital PR and marketing, tells strategy that the studio launch complements its dealership presence in an environment where fashion, design and culture come together organically.
“What we know about consumers today is that they are looking for immersive experiences that feel connected to their lifestyle,” Matthews says. “For Mercedes-Benz, that insight connects directly to what makes the brand distinct, because we believe our vehicles are best understood when experienced.”
Matthews says that the space will evolve three times through October, introducing consumers to different expressions of the Mercedes brand. The first iteration is rooted in performance and sport with a Mercedes-AMG SL 63 Roadster display in the Manufaktur Atelier alongside a tennis-raquet maintenance section led by Vicente Munoz, co-founder of Canadian athletic apparel and streetwear brand, Reigning Champ.
“Future evolutions will bring forward other elements of Mercedes-Benz, from design and craftsmanship to personalization, curated retail and lifestyle experiences,” Matthews says. “Each refresh gives people a reason to return and discover something new.”
