'World’s Fifth' Mercedes-Benz Studio Opens: '140 Years of Tradition and Innovation, Connecting with Customers'

Brand Experience Space Opens in Seongsu, Seoul

Exterior Inspired by Karl Benz’s Mannheim Factory

Journey Through Brand History in Four Themed Zones

"This is a space where you can experience the spirit of innovation that Mercedes-Benz has carried on for 140 years."

Matthias Beutel, CEO of Mercedes-Benz Korea, is making a presentation at a press conference held on the 18th at the Mercedes-Benz Studio in Seongsu-dong, Seoul. Mercedes-Benz Korea

Matthias Becht, CEO of Mercedes-Benz Korea, is making a presentation at a press conference held on the 18th at the Mercedes-Benz Studio in Seongsu-dong, Seoul. Mercedes-Benz Korea

Mercedes-Benz Korea is opening the world’s fifth 'Mercedes-Benz Studio' in Seongsu-dong, Seoul. To commemorate the 140th anniversary of the automobile, Mercedes-Benz plans to open studios in 18 cities worldwide within this year.

At a commemorative press event held at the studio on the 18th, Matthias Veitl, President of Mercedes-Benz Korea, said, "We have created a space where visitors can experience the spirit of 140 years of innovation, aiming to connect our brand identity with Korean culture." He added, "The fact that we have chosen Korea as the fifth location for a studio, following Copenhagen, Stockholm, Tokyo, and Prague, demonstrates that Korea is a globally significant market for Mercedes-Benz."

Studio Seoul presents exhibits that showcase the history of Mercedes-Benz at a glance, including the Patent Motorwagen, commemorating the 1886 patent acquired by Karl Benz for the world’s first internal combustion engine automobile, as well as the original patent documents from that era.

President Veitl said, "The Patent Motorwagen is the invention that earned Mercedes-Benz the title of inventor of the automobile," adding, "The studio will become a venue for connection with customers by providing immersive experiences about our unwavering commitment to innovation, technology, and quality, and the history of leading the development of automobiles."

The 'Patent Motorwagen' exhibited in the exhibition space of Mercedes-Benz Studio Seoul. Mercedes-Benz Korea

Mercedes-Benz Studio Seoul Lounge. Mercedes-Benz Korea

The exterior design of the studio building was inspired by the Karl Benz factory in Mannheim, Germany, while the interior features a variety of exhibition and experience spaces. Unlike typical showrooms for selling or servicing vehicles, it was designed purely as a place for visitors to directly experience the brand.

The four themed exhibition spaces allow visitors to see at a glance both the origins and future vision of the brand, and offer digital content and sensory experiences. In addition, the lounge area showcases a diverse vehicle lineup. Mercedes-Benz Korea plans to operate the studio for the next year.

The recently released facelift model of the flagship sedan 'Mercedes-Benz S-Class' and 'The All-New CLA', the first model equipped with Mercedes-Benz’s new operating system 'MB.OS', are on display. The studio also plans to host various events for customers and present lifestyle content representing the brand.

Sang-kook Lee, Executive Vice President of Digital, Marketing, and Communications at Mercedes-Benz Korea, stated, "This year, we are focusing on creating a closer connection between our customers and the brand," and added, "We will make this studio a space where visitors can experience and interact closely with the Mercedes-Benz brand."

Matthias Beutl, President of Mercedes-Benz Korea (left), and Sangguk Lee, Executive Vice President of Digital, Marketing and Communications, are taking a commemorative photo in front of the Mercedes-Benz Studio located in Seongsu-dong, Seoul. Mercedes-Benz Korea

Having completed his three-year tenure in Korea and preparing to return to the company’s German headquarters in July, President Veitl commented on the Cheongna fire incident that occurred during his term, saying, "We will do our utmost to bring the matter to a proper conclusion through every possible support." He added, "By working with many Korean partners, we have enhanced the customer experience, which in turn has led to greater trust in the brand," and expressed, "I will continue my deep affection for Korea."

This content was produced with the assistance of AI translation services.