Mercedes-Benz planted its first U.S. showroom-without-salespeople at 242 N. Beverly Drive on Wednesday, Aug. 5, marking the occasion with the world premiere of the updated 2027 Maybach GLS and a live set from singer Suki Waterhouse.

It is not a dealership. The ground floor is open to walk-in visitors Wednesday through Sunday for vehicle displays, brand merchandise and events. Upstairs, a private Manufaktur Made to Measure Hub lets buyers who have already purchased through a dealer finalize bespoke paint, leather and trim selections in person rather than through a screen.

"I always compare it to watches, you know? Somewhat similar to having an automatic watch or mechanical watch," Markus Bauer, global head of Mercedes-Maybach, told ABC7 at the grand opening, explaining the V12 engine's appeal in an era of smaller motors and electric powertrains.

The hub is only the second Manufaktur Made to Measure location worldwide, after the brand's Center of Excellence in Sindelfingen, Germany. The U.S. accounts for more than 40 percent of global Manufaktur demand, according to a Mercedes-Benz USA press release, and nearly every Maybach buyer selects an average of three personalization options. The program offers more than 150 exterior color choices and an even wider palette of interior materials.

Also on display: the Maybach S 680 sedan, starting at $247,000 and powered by one of the few remaining V12 engines in production.

The studio's design leans into Southern California's indoor-outdoor sensibility. MotorTrend reported trees, plants and abundant natural light fill the open space, blending a coastal-influenced aesthetic with warm materials.

Mercedes-Benz chief marketing officer Melody Lee called the studio "a new home for Mercedes-Benz in Los Angeles" at the invite-only opening. The Beverly Hills location joins 18 other Mercedes-Benz Studios operating across four continents, in cities including Munich, Copenhagen, Seoul, Singapore, Tokyo and Toronto. The opening is part of the brand's "140 Years of Innovation" campaign, marking 140 years since Carl Benz filed the patent for the first automobile in 1886.

The studio is scheduled to remain open through at least February 2027, with a possible extension depending on visitor interest. Residents and visitors can walk in Wednesday through Sunday at 242 N. Beverly Drive; customers interested in the Manufaktur hub can schedule a private appointment through their preferred dealer.