Holt Renfrew Partners With Mercedes-Benz

Department stores rarely showcase cars on their selling floor, but Holt Renfrew has done it with the launch of the Mercedes-Benz Studio at its Bloor Street flagship in Toronto.

The pop-up shop mixes innovations by the German automotive brand, along with fashion, creating a unique luxury experience.

The concept is part of a Mercedes-Benz initiative that saw the launch of Mercedes-Benz Studios in 10 major cities this year, including Los Angeles, Munich, Bucharest, Seoul, Copenhagen and Tokyo. The studios, each tailored to the local market, highlight Mercedes-Benz’s 140 years of innovation.

Mercedes-Benz Studio Toronto will run through 2026 and will have three variations, highlighting sports, fashion, creating and the holidays, as well as Mercedes-Benz curations, including vehicles. Reigning Champ, a premium Canadian streetwear and athleisure brand, is part of the current setup. Limited-quantity drops of co-branded pieces from Canadian and global luxury and fashion brands are part of the format.

“Each fashion residence within Mercedes-Benz Studio Toronto blends unique design, classic luxury and performance-inspired details — connecting the vehicles to premium products, lifestyle and fashion,” Holt said in a statement. The format also features the Manufaktur Atelier, a workshop-inspired setting showcasing the brand’s craftsmanship and personalized merchandise at a live customization station, as well as textiles, design details, curiosities and innovations from Mercedes-Benz.

“At Holt’s, we curate the best of the world’s brands and experiences in our stores for our customers,” said Jerry Wu, senior vice president of marketing for Holt Renfrew, in a statement. He characterized the Mercedes-Benz Studio on Bloor Street as “a unique, global experience.”

“Mercedes‑Benz Studio Toronto brings our brand directly into Yorkville, the city’s most prestigious neighborhood,” said Alex Matthews, vice president, digital, public relations and marketing for Mercedes‑Benz Canada. “Through our partnership with Holt Renfrew, we’ve created an inviting, design‑led space where customers can experience Mercedes‑Benz beyond the vehicle. From the track-bred performance of AMG and the opulence of the S-Class automobiles, to the innovation of the Electric GLC vehicle and the craftsmanship and individuality of Manufaktur, Mercedes-Benz Studio Toronto reflects how our brand continues to evolve while staying connected to our audiences and making them feel welcome.”

Mercedes-Benz has a 28-year history of sponsoring fashion weeks globally. The company has also collaborated with Virgil Abloh, Moncler, Proenza Schouler and A$AP Rocky.