The Art of Innovation: The global concept "Mercedes-Benz Studio" transforms Bucharest into the hub of luxury mobility
From Carl Benz's first patent in 1886 to the technological avant-garde of 2026, Mercedes-Benz is celebrating 140 years of history with a spectacular world tour. This summer, the Romanian capital becomes one of 10 metropolises selected globally to host the "Mercedes-Benz Studio" – a space where German engineering meets contemporary art.
Bucharest is preparing to welcome a unique brand experience between June 2 and July 12, with the installation of the Mercedes-Benz Studio concept in the premises of MARe/Museum of Recent Art (Prim?verii Blvd. 15). The project is part of an ambitious international strategy of the Stuttgart-based manufacturer, which marks a century and a half of existence through urban presences on four continents.
"Welcome Home" – An invitation to the brand's universe
Under the global anniversary motto, "Welcome Home", Mercedes-Benz Studio Bucharest is not just a temporary showroom, but a cultural and technological ecosystem. Housed on levels 0 and 3 of the museum, the space will be structured around three essential pillars: Design, Innovation and Performance.
Visitors will not only admire cars, but will be part of their story through:
- Creative workshops and workshops: From car design to educational activities for parents and children.
- Direct Interaction: Brand consultants will be present to explain the future of autonomous driving and electrification.
- Test Drives: The chance to drive the brand's newest models on the streets of the capital, testing the comfort that has defined the brand for 140 years.
When technology meets Brancusi and Bernard Frize
The choice of MARe as a location is not accidental. The partnership emphasizes the connection between automotive aesthetics and the visual arts. Those who register for the visit will receive a digital passport, which functions as a “golden ticket” with double benefits.
In addition to access to Mercedes-Benz activities, passport holders will be able to visit the two major exhibitions hosted by the museum for free during this period:
- Photographic exploration of Constantin Brâncu?i's work (level -1) – an exploration into how light and space define form.
- Bernard Frize's Painting (levels 1 and 2) – a premiere exhibition for Eastern Europe, exploring the rigor of the creative process, a theme that resonates perfectly with German precision.
"Our goal is to strengthen the brand's presence in major urban centers and celebrate the 140th anniversary with the local community, offering a space for dialogue between tradition and the future," the brand's representatives mention.
How can you participate?
Access is free, but the experience is exclusive and appointment-based. Those interested are invited to register on the official event platform to reserve their digital passport. Given the success of the concept in cities like Prague, places for workshops and test drives are expected to be extremely popular.
If you are passionate about cars, art, or simply curious to see what 140 years of perfectionism looks like, Mercedes-Benz Studio is the "must-see" destination of the Bucharest summer.
Brief details:
- Period: June 2 – July 12, 2026
- Location: MARe/Museum of Recent Art, Bucharest
- Access: Free, based on online registration (Digital Passport)
