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Mercedes-Benz Korea said Monday it will open an experience space in Seoul this week as part of its effort to expand customer engagement and strengthen the brand image of the German luxury automaker. “Mercedes-Benz Studio” will open Tuesday in Seongsu-dong, a trendy district in the capital, making Seoul the fifth city in the world to host the automaker’s unique studio. “Through Mercedes-Benz Studio Seoul, we aim to consistently communicate the values and direction of our brand, deepen our relationships with existing customers and further engage new audiences,” Mathias Vaitl, chief executive officer (CEO) of Mercedes-Benz Korea, said at a press conference. The studio is part of a global initiative launched by the automaker this year across 18 major cities worldwide to expand customer touchpoints and strengthen brand experiences. Mercedes-Benz said the Seoul studio’s exterior design was inspired by Mannheim, where Carl Benz established his factory, reinterpreting the brand’s heritage through a modern architectural approach. The lounge area will showcase a range of Mercedes-Benz Korea vehicle