Mercedes-Benz x SHARP
When Mercedes-Benz Studio Toronto opened inside Holt Renfrew’s Bloor Street flagship back in June, customers could experience a first chapter leaning into sport, boasting a Mercedes-AMG SL 63 roadster up front. Featuring a Reigning Champ fashion residency, sports performance was the connective thread, but the studio was always designed to evolve. Today, its latest turn is its most ambitious yet, featuring an immersive experience celebrating the brand’s 140 Years of Innovation.
This time, the through-line is Mercedes-Benz history, told at gallery scale. Anchoring the space at Holt Renfrew’s Bloor Street flagship store is a replica of the Benz Patent-Motorwagen. The original 1886 invention is recognized as the world’s first automobile. From there, the brand’s archival imagery and milestone displays trace the arc from that evocative three-wheeler to the present day, with a virtual reality experience that adds an interactive layer to the storytelling.
Mercedes-Benz Studio Toronto is less a showroom and more of a gallery-style retail destination, and it earns the comparison. At the other end of that 140-year timeline sits the latest 2027 S-Class, making its Canadian debut. Guests at the Studio can climb inside the S-Class to explore its materials and detailing, a car which is the modern counterweight to the Motorwagen across the room.
“The latest evolution of Mercedes-Benz Studio Toronto gives guests the opportunity to experience our legacy of innovation, from the world’s first automobile to the new S-Class, a vehicle that continues to set the benchmark for luxury, craftsmanship and engineering excellence,” said Alex Matthews, Vice President, Digital, PR and Marketing, Mercedes-Benz Canada.
Fittingly for the Holt Renfrew location of the Mercedes-Benz Studio Toronto, fashion remains part of the Mercedes-Benz formula. This new chapter introduces Italian fashion house Paul & Shark, marking its own 50th anniversary with a curated Fall/Winter 2026 selection, and includes select pieces featuring an exclusive label developed in collaboration with Mercedes-Benz and Holt Renfrew.
A refreshed Holts Café leans into the Italian connection, while toward the back, the MANUFAKTUR Atelier returns in reworked form, with a G-Class showcasing the full spread of bespoke options, a floor-to-ceiling wall of leathers and paint finishes, and a live embroidery station for hands-on personalization.
At Holt Renfrew this fall, travel back to 1886 and experience the journey that changed the world. Running from September through October 2026 at 50 Bloor Street West, Mercedes-Benz Studio Toronto proudly celebrates 140 years of icons and innovations. All to spark one simple feeling: “Welcome home.”
