Luxury car brand Mercedes-Benz Canada and high-end fashion retailer Holt Renfrew have teamed up to open a unique pairing in the Yorkville area of Toronto.

The automaker opened the Mercedes-Benz Studio Toronto inside Holt Renfrew’s flagship Toronto store on Bloor Street.

Mercedes-Benz Canada said the studio gives customers a new and immersive way to experience the brand.

“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, in a news release.

“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 and individuality of Manufaktur, Mercedes-Benz Studio Toronto reflects how our brand continues to evolve while staying connected to our audiences and making them feel welcome.”

Holt Renfrew and Mercedes-Benz share luxury philosophy

The two brands said the pairing is based on a shared belief that luxury is not defined by just product or destination. Instead, luxury includes aspiration, discovery and a feeling of satisfaction.

“At Holts, we curate the best of the world’s brands and experiences in our stores for our customers,” said Jerry Wu, senior vice president, marketing, Holt Renfrew, in the release.

“We are very proud to be Canada’s leading fashion and lifestyle retailer. By partnering with Mercedes-Benz, we are excited to welcome a unique, global experience to our Bloor Street flagship.”

Mercedes-Benz opening studios in leading cities

Mercedes-Benz has opened these new studios at more than 10 leading cities on four continents, with the Toronto space being the latest. They’re intended to integrate retail and customer engagement.

Each space is tailored to its home city.

Exclusive experiences and product drops

Mercedes-Benz said the Bloor Street space will offer limited-quantity drops of co-branded items from Canadian and global luxury and fashion brands.

“Each fashion residence within Mercedes-Benz Studio Toronto blends unique design, classic luxury, and performance-inspired details – connecting the vehicles to premium products, lifestyle, and fashion,” a news release said.

Manufaktur experience

The studio also includes a Manufaktur Atelier, the automaker’s customization program that allows customers to have a choice of numerous colours and fabrics and other options.

The space at the Toronto studio features curated textiles, design details and a live customization station.

Evolving space

The studio will evolve over time.

The space is set to evolve three times in 2026.

Mercedes-Benz said each evolution will introduce an updated fashion offering paired with new automotive curations.

More information on the new studio is available on the Mercedes-Benz Canada website.

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