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[Sports Seoul | Reporter Wi Su-jeong] Mercedes-Benz Korea is opening a new experiential space in Seongsu-dong, Seoul, where visitors can engage with the brand’s values and lifestyle through all five senses.
Mercedes-Benz Korea (CEO Matthias Veitl) said it will officially open Mercedes‑Benz Studio Seoul, a brand lifestyle experience space in Seongsu-dong, on May 19.
The Mercedes‑Benz Studio is a global initiative rolling out in 18 major cities this year to mark the 140th anniversary of the automobile. The project is designed to broaden customer touchpoints and convey the brand’s philosophy.
Seoul is the fifth city worldwide to host the studio, underscoring Korea’s growing importance and distinctive influence in the global automotive market. City selection weighed each location’s cultural reach, identity, and alignment with the Mercedes‑Benz brand.
Nestled in Seongsu-dong, Mercedes‑Benz Studio Seoul compresses 140 years of heritage, philosophy, innovation and future vision into a single immersive brand journey.
The building’s exterior takes inspiration from Carl Benz’s Mannheim factory in Germany and reinterprets it with a contemporary design. Inside, Mercedes‑Benz applies its “Welcome Home” concept so visitors can linger comfortably and connect with the brand.
The interior is organized into four themed zones: The Origin, highlighting the birth of mobility; The Icon, showcasing landmark models from different eras; The Best or Nothing, a digital archive chronicling 140 years of innovation; and The Senses, an immersive area combining light, sound and scent. Together, these zones offer digital content and sensory experiences that trace Mercedes‑Benz’s past and point toward its future. The lounge also displays the company’s latest models.
Matthias Veitl said, “Mercedes‑Benz introduced the world’s first automobile 140 years ago and sparked the beginning of mobility innovation. That pioneering spirit continues today. Through Studio Seoul, we will expand our connections with new customers and keep communicating the direction the brand is pursuing.”
Sang-guk Lee, Senior Vice President of Digital, Marketing and Communications, added that the studio is intended to connect more closely with customers and provide a more immersive Mercedes‑Benz lifestyle experience. “We will continue to engage customers across both online and offline channels,” he said.
Mercedes‑Benz Korea plans to use the studio as a hub for new-car launches, marketing events and lifestyle programming going forward. wsj0114@sportsseoul.com
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