In recent years, the value of a luxury brand can no longer be described through products alone.

What matters is not only what one owns, but what kind of time one spends and what kind of world one enters. The experience itself has become central to a brand’s appeal.

Against this backdrop, Mercedes-Benz has begun a new chapter in Omotesando, Tokyo. On June 30, 2026, Mercedes-Benz STUDIO TOKYO expanded with the opening of the new Mercedes-Benz LOUNGE and PANAMERICANA BAR by MUSIUM, evolving into a destination for brand experience that extends beyond the framework of the automobile.

Courtesy of Mercedes-Benz STUDIO TOKYO

What is expressed here is not simply the car itself. Rather, it is an attempt to translate the luxury values Mercedes-Benz has cultivated over many years into an urban experience.

The Idea of “Mercedes’ Intersection”

Mercedes-Benz STUDIO TOKYO was created as part of a global Mercedes-Benz project. Its theme is “Mercedes’ intersection.”

Tradition and innovation.
Stillness and vibrancy.
Technology and culture.

Omotesando, one of Tokyo’s most symbolic districts, was chosen as a place where these different values can meet.

Courtesy of Mercedes-Benz STUDIO TOKYO

Since creating the world’s first automobile in 1886, Mercedes-Benz has continued to pursue innovation. Today, however, the brand is looking beyond mobility itself.

The question is what kind of richness it can propose within people’s lifestyles.

Bringing Automotive Comfort Into Space

Step inside the newly opened Mercedes-Benz LOUNGE, and that idea becomes clear.

The space features a Burmester® sound system, also associated with Mercedes-Benz interiors, alongside furniture by the German premium furniture brand ROLF BENZ. Bonsai by TRADMAN’S BONSAI quietly brings a Japanese sense of beauty into the space.

Courtesy of Mercedes-Benz STUDIO TOKYO

These are not simply decorative interior elements.

Sound.
Furniture.
Art.
Japanese aesthetics.

By bringing them together, Mercedes-Benz extends the comfort it has long pursued inside the car into an urban lounge environment.

Courtesy of Mercedes-Benz STUDIO TOKYO

The appeal of a luxury car is not only about performance. It is also the silence and reassurance felt the moment the door closes, the texture of materials, and the sensation of being enveloped in sound.

This lounge can be seen as a translation of that experience beyond the car.

A New Experience Through Music and the Bar

The PANAMERICANA BAR by MUSIUM, located within the lounge, expands this idea further.

The bar is operated by Mother Entertainment, the company behind the Roppongi record bar MUSIUM. It incorporates music and record culture while offering original drinks and food.

Courtesy of Mercedes-Benz STUDIO TOKYO

The name “PANAMERICANA” comes from the legendary road race Carrera Panamericana México, held in Mexico in the 1950s. In 1952, the Mercedes-Benz 300 SL achieved major success in this demanding race, leaving an important mark on the brand’s motorsport history.

Courtesy of Mercedes-Benz STUDIO TOKYO

The cocktails focus on original recipes centered around rum, while selected drinks are served in Mercedes-Benz STUDIO TOKYO limited-edition RIEDEL glassware.

Memories of racing, music culture, and the social setting of a bar come together, transforming the brand’s history into a contemporary experience.

A Connection With Street Culture

Another symbolic element of the project is its collaboration with artist VERDY.

Born in Osaka, VERDY is a graphic designer and artist whose work crosses fashion, music, and street culture, earning global recognition. Mercedes-Benz STUDIO TOKYO has launched an art project with VERDY, with further developments planned.

Left: Takeshi Guertinger, CEO; Right: VERDY | Courtesy of Mercedes-Benz STUDIO TOKYO

An automotive brand and street culture.

These two worlds may once have seemed distant, but today luxury brands are actively crossing such boundaries.

Fashion, art, music, design.

Mercedes-Benz STUDIO TOKYO is positioning itself as a point where these cultures intersect.

The Future Suggested by “Welcome Home”

Mercedes-Benz STUDIO TOKYO also includes Mercedes-Benz Cafe by I’m donut?, offering limited-edition menu items and serving as a place that people can casually visit, whether or not they are primarily interested in cars.

Courtesy of Mercedes-Benz STUDIO TOKYO

Mercedes-Benz is currently marking the 140th anniversary of the birth of the automobile. One of the key phrases associated with this milestone is “Welcome home.”

It is not merely a slogan.

Through the lounge, bar, café, music, and art, the space creates a sense of belonging—a feeling of having arrived somewhere familiar.

What Mercedes-Benz STUDIO TOKYO seeks to create is not a place to sell cars. It may be a new kind of living room in the city, where the values of the brand itself can be experienced.