New Delhi: India’s most desirable luxury carmaker Mercedes-Benz today inaugurated the country’s first ‘Mercedes-Benz Studio’ in Gurugram, Delhi NCR, marking India’s presence into an entirely new global brand experience format. Located at DLF One Horizon Centre, Gurugram, the Mercedes-Benz Studio’s core objectives include bringing the brand closer to customers in selected metropolitan areas, gaining awareness, and building long-term customer relationships, as they interact with Mercedes-Benz in new experimental ways. Products, exclusive events, and cultural moments will seamlessly connect the Mercedes-Benz brand experience from the very first contact through purchase. Mercedes-Benz India also unveiled the stunning engineering marvel, the CONCEPT AMG GT XX supercar and launched its Mercedes-AMG PETRONAS F1 e-bike range for Indian customers in partnership with EMotorad, at the opening of the Mercedes-Benz Studio in Delhi NCR.
Alongside a curated display of vehicles, it houses a design and material library, Mercedes-Benz lifestyle collection, Mercedes-AMG X adidas merchandise and an exclusive Lavonne Café, creating Mercedes-Benz’s signature warm, modern luxury environ for customers, enthusiasts, families and first-time visitors to discover the brand at their own pace and engage in new experimental ways. Positioned in the upscale city locale of Gurugram, the Studio is designed innovatively so that every visitor can truly feel Mercedes-Benz’s brand promise of ‘Welcome Home.’
Mercedes-Benz Studio Delhi NCR is part of a worldwide Mercedes-Benz initiative, establishing such exclusive Studios in more than 14 leading cities across four continents, following the world’s first Studio in Copenhagen. Each Studio is tailored to the character of its city within a clearly defined global framework, enabling market-specific realisation while maintaining consistency across all activations.
The Studio’s objectives are to bring the brand closer to customers in India’s leading metropolitan markets, to build awareness amongst new audiences, and to deepen long-term customer relationships.
Connecting brand experience and commerce
The “Mercedes-Benz Studios” form an integral part of the “Welcome home.” narrative and are anchored within the 2026 landmark of Mercedes-Benz celebrating “140 Years of Innovation”,
marking 140 years since Carl Benz’s original patent. The initiative creates physical destinations where culture, innovation and urban life converge. At prime locations globally, customers can experience latest products and innovations, exclusive events, cultural moments and strategic partnerships, to genuinely immerse with the Mercedes-Benz brand in their familiar urban environ.
Strengthening urban brand leadership
The “Mercedes-Benz Studios” initiative supports a clear strategic goal: bringing the Mercedes-Benz brand closer to people in the heart of key cities, encouraging them to interact with Mercedes-Benz in new experimental ways, while reinforcing Mercedes-Benz’s role in shaping urban and future mobility. The Mercedes-Benz Studio will create highly visible, meaningful touchpoints where customers and enthusiasts alike can experience the brand first-hand, strengthening brand desirability, building preference and connecting with new audiences in places where brand perception is formed.
Exclusive collaboration of Mercedes-Benz Studio and Lavonne Café:
An exclusive collaboration with Lavonne Café will result in Mercedes-Benz precision engineering inspired world-class patisserie. Sixteen exclusive creations, comprising eight petit gâteaux and eight viennoiserie and bakes, carrying a signature Mercedes-Benz touch in the final presentation, will be available for patrons. Each creation of Lavonne café at Mercedes-Benz Studio will be plated, glazed and finished, inspired by Mercedes-Benz’s unique design language with sculpted lines, metallic lacquers and a luxury palette of black, silver and gold.
Mercedes-Benz Collection Items, Mercedes-AMG F1 Merchandise and Test Drives:
In addition to the culinary delight of Lavonne Café, customers and visitors can also buy attractive Mercedes-Benz Collection items and Mercedes-AMG PETRONAS X adidas merchandise at the Mercedes-Benz Studio. Customers and visitors can also book a test drive of Mercedes-Benz vehicle prior to visiting the store on the Mercedes-Benz India website.