In a bold expression of its ambitions in the Chinese market, Mercedes-Benz has unveiled a new international design studio perched high above the city of Shanghai. Located on the 46th floor of a glittering high-rise with commanding views of the Bund, the studio—aptly named Cloud 46—represents both a literal and symbolic elevation of the brand’s design presence in China.
More than just a stylish name, Cloud 46 lays claim to being the highest automotive design studio in the world, an assertion that underscores its unique position—geographically and strategically. Reaching the studio is no ordinary commute. The ascent involves a multi-elevator journey through one of Shanghai’s sleek towers, a process that feels more like entering a corporate sanctum than a typical office visit.
The space was officially introduced during the 2025 Shanghai Auto Show, with Chief Design Officer Gorden Wagener personally guiding invited guests and media through the new facility. The event culminated in a ribbon-cutting ceremony atop the rooftop helipad—a theatrical flourish befitting a brand known for its design dramatics.
This is not Mercedes-Benz’s first investment in Chinese soil. A full-scale R&D center was inaugurated in 2022, joining the existing engineering stronghold in Beijing. But Cloud 46 plays a different role. It is not an engineering hub or software lab—it is a pure design think tank, intended to immerse the brand in the cultural and aesthetic pulse of China's most forward-looking city.
As China continues to shift the global automotive landscape—with trends in digital UX, color, form language, and mobility habits emerging faster than in Europe or North America—Mercedes-Benz recognizes the need to design with, not just for, Chinese consumers. Cloud 46 is a direct response to this realization.
With the addition of Cloud 46, Mercedes-Benz now operates four international design centers. Alongside the architectural marvel of Renzo Piano’s Sindelfingen HQ in Germany, the global network includes Carlsbad, California, led by Michael Gebhardt, serving as a bridge to North American culture and lifestyle; Nice, France, run by Alexandre Malval, offering insights from European luxury and Mediterranean sensibility; and now Shanghai, China, overseen by Joel Baek, anchoring Mercedes’ design presence in East Asia.
Each of these studios plays a unique role in cultivating design DNA that resonates globally but is refined locally. With Shanghai’s vibrant art scene, technological acceleration, and fashion-forward urbanism, Cloud 46 is expected to influence future Mercedes vehicles—not just in China, but across global product lines.
Cloud 46 isn’t just about pretty sketches in the sky. It’s a sign that Mercedes-Benz understands the tectonic shifts in luxury, particularly as defined by the new generation of Chinese buyers. These consumers value experiential design, hyper-personalization, and a seamless interplay between digital and physical aesthetics.
By embedding its design process in the heart of Shanghai, Mercedes-Benz is giving its creative teams immediate access to fast-evolving tastes, from color palettes and materials to interactive interfaces and future mobility formats. The studio’s strategic placement ensures that every sketch, model, or user interface concept is informed by first-hand exposure to local trends and real-time consumer behavior.
While ribbon-cuttings and panoramic views make for strong optics, the true success of Cloud 46 will be measured by its influence on future Mercedes-Benz vehicles. Whether it’s in the refinement of the brand’s "Sensual Purity" design language, or in the development of localized models that resonate more deeply with Chinese drivers, this studio is positioned to be a cornerstone of Mercedes’ future design philosophy.
In the ever-competitive premium automotive sector, mastering the local market is no longer optional—it’s existential. And in building a studio literally above the clouds, Mercedes-Benz is making it clear: China is not just part of the strategy—it is the strategy.
