Mercedes-Benz Studio Toronto: 140 Years of Innovation | WTF Toronto
Visit the free-entry Mercedes-Benz Studio at Holt Renfrew in Yorkville through October 2026, with a 2027 S-Class Canadian debut, heritage displays, VR and customization. Café and retail purchases are extra.
Event details
Categories: POP-UPS & ACTIVATIONS · Brand Activation
When: Running through October 2026
Where:
Mercedes-Benz Studio Toronto at Holt Renfrew, 50 Bloor Street West, Toronto, ON M4W 1A1Cost: Free entry; café and retail purchases are optional and extra.
Brand: Mercedes-Benz · Activation type: Immersive brand experience · Industry: Automotive, fashion and hospitality
About the activation
Mercedes-Benz Studio Toronto at Holt Renfrew brings together the brand’s 140-year history and current design in a downtown retail setting. The experience runs from September through October 2026. The official announcement confirms the October end month but does not give an exact closing day or experience-specific hours. Visitors can see the Canadian debut of the 2027 Mercedes-Benz S-Class, a Patent-Motorwagen replica and heritage displays, alongside virtual-reality experiences and vehicle customization. The installation also includes a Paul & Shark residency and an Italian-inspired Holts Café. Admission is free. Holts Café, fashion and retail purchases are optional and separately priced; they are not part of admission.
Why It’s Worth Checking Out
This is a low-commitment way to see Mercedes-Benz heritage, the latest S-Class and hands-on customization in Yorkville. It brings automotive design together with fashion and hospitality; the café and retail are optional, separate purchases.
What You’ll Find
- 2027 Mercedes-Benz S-Class — the model’s Canadian debut.
- A Patent-Motorwagen replica and heritage displays marking 140 years of innovation.
- In-car virtual-reality and technology experiences.
- MANUFAKTUR and G-Class personalization, including live embroidery.
- A Paul & Shark retail residency inside Holt Renfrew.
- Italian-inspired Holts Café offerings; food and retail purchases are extra.
The official announcement confirms these experience elements but does not publish a closing day or experience-specific hours. Entry is free; café and retail purchases are optional and extra.
Participation: Entry is free. Holts Café and Holt Renfrew retail purchases are optional and separately priced. Experience-specific hours are not published; check Holt Renfrew Bloor’s current store hours before visiting.
Find it under: FREE EXPERIENCES · EVENTS · Pop-Ups & Activations · Free Experiences · New in Toronto · Yorkville · Bloor-Yorkville · Automotive · Fashion · Immersive Experience · Indoor Things to Do · Experiential Retail · October 2026 · Trending Now
Official sources and Toronto discovery
Mercedes-Benz Canada announcement
Free Stuff and deals · Toronto This Week · Toronto Pop-Ups & Activations · Toronto Events
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