Mercedes-Benz has long been synonymous with automotive excellence and cutting-edge design. Reinforcing its commitment to innovation and global design leadership, the brand established the Mercedes-Benz Advanced Design Centre Europe in Nice, France. This state-of-the-art facility, inaugurated in September 2019, marks a significant step forward for Mercedes-Benz, expanding its creative footprint and deepening its connection to France, a nation with a rich automotive and artistic heritage. Situated on the picturesque Côte d’Azur, this new design center is not just a relocation; it represents an upgrade in scale, scope, and ambition compared to its predecessor studio in Lake Como, Italy.
From Lake Como Charm to Nice Innovation
The previous Mercedes-Benz advanced design studio, nestled in an 18th-century mansion on Lake Como, Italy, was indeed a charming and inspiring location. Once graced by fashion icon Versace, the studio, established in 1998 by Bruno Sacco, focused primarily on interior design, capitalizing on its proximity to Turin’s coachbuilders and Milan’s fashion and furniture industries. However, as Mercedes-Benz’s design aspirations grew, the limitations of the Lake Como facility became apparent. Despite its aesthetic appeal and capacity for housing full-size design plates and scale models, the space was simply too confined for the expanding needs of a major automotive design operation. The ability to step back and comprehensively assess designs was restricted by the studio’s limited dimensions.
In contrast, the new Mercedes-Benz Advanced Design Centre in Nice is a revelation in space and capability. This expansive, modern structure, resembling a sleek, elongated tube of metal, glass, and concrete, spans 3000 square meters. With the capacity to accommodate up to 49 designers across all facets of car design – from exterior and interior to color and trim, UX, and digital interfaces – the Nice studio offers a truly comprehensive design environment. During a visit shortly after its opening, the studio already hosted 34 designers, fully utilizing its advanced facilities, including a substantial 42-meter long plate and interactive power walls. Under the directorship of Alexandre Malval, formerly of Citroën design, the Nice center serves as a dynamic hub for Mercedes-Benz designers globally, providing a collaborative space for innovation and hosting key brand events.
Why Nice? More Than Just a Pretty Location for Mercedes France
While the modern architecture of the Nice studio might suggest a purpose-built facility, it is, in fact, a meticulously refurbished and reconfigured building. Stefan Kohl, the advanced design director, revealed that the location selection process was extensive, spanning three to four months and encompassing potential sites not only in Nice and France but also in Barcelona, Paris, London, and Prague. The choice of Nice, a city not traditionally associated with major automotive design studios (with Toyota’s ED2 being a notable exception), prompts the question: why Nice?
Mercedes-Benz’s official rationale emphasizes the region’s profound cultural significance to both the brand and the wider world. Historically, Nice and the French Riviera hold a special place in Mercedes-Benz’s heritage. Emil Jellinek, a pioneering Daimler distributor, famously raced under the pseudonym “Monsieur Mercédès,” named after his daughter, in Nice as early as 1899. This moniker gained traction, appearing on Daimler vehicles by 1900, and ultimately led to Daimler officially trademarking the Mercedes name in 1902. Thus, the very name “Mercedes,” intrinsically linked to Mercedes France, has roots in this vibrant French city.
Beyond automotive history, the Côte d’Azur has long been a magnet for artistic inspiration. Picasso’s Villa Californie, located near Nice, is a testament to the region’s allure for artists. The stunning azure skies and exceptional natural light have drawn countless celebrated artists to this part of France. In contemporary times, the Sophia Antipolis Science and Technology Park, where the Mercedes-Benz studio is located, has become a hub for biotech and technology companies, earning it the informal title of “France’s Silicon Valley.” Major players like SAP, Huawei, Hewlett Packard, Bayer, and Thales have established a significant presence, creating a dynamic and innovative ecosystem.
“The California of Europe”: A Strategic Design Move for Mercedes France
Stefan Kohl further explained his persuasive argument to chief design officer Gorden Wagener in favor of Nice. Beyond the studio building’s inherent appeal and its picturesque hillside setting, Kohl presented Nice as “the California of Europe.” This analogy resonated strongly with Wagener, who holds a fondness for California from his tenure as head of Mercedes-Benz’s US studio in Irvine. The comparison to California, a global center of innovation and design, underscored the potential of Nice to foster a similar creative and forward-thinking environment for Mercedes-Benz’s European design operations.
While Lake Como undeniably offered its own unique beauty, the move to Nice is strategically driven by more than just aesthetics. Robert Lesnik, head of exterior design, emphasized the enhanced operational capabilities of the new studio: “Fifty percent of the work here will be for production vehicles; it’s not just for conceptual work. We can cover exterior, interior, and UX design with room for up to 49 staff. The Como studio building couldn’t be expanded due to regulations.” The Nice facility’s larger capacity and broader remit enable Mercedes-Benz to undertake a wider range of design activities, from initial concept development to production-ready designs, all under one roof in Mercedes France. While the Lake Como studio previously accommodated around 15-20 staff, approximately 60% of them transitioned to the new Nice location, ensuring continuity and preserving valuable expertise, including senior color and trim designer Valeria Vigevani.
A Global Design Network Rooted in Mercedes France
The Mercedes-Benz Advanced Design Centre Europe in Nice operates as a crucial node within the brand’s global design network. Alongside sister Advanced Design Centres in Carlsbad, USA, and Beijing, China, and commercial vehicle design centers worldwide, the Nice studio reports to the Daimler design headquarters in Sindelfingen, Germany, under the leadership of Gorden Wagener.
Wagener’s enthusiasm for the Nice location was palpable during the studio’s unveiling event. Arriving in a historic 1902 Mercedes Simplex, he later presented the Vision Simplex concept car, a 21st-century homage to its iconic predecessor, further underscoring the blend of heritage and future-forward thinking embodied by Mercedes France.
“With the new design centre in France, we are systematically expanding the creative spaces for our worldwide design network,” Wagener affirmed. “Having design centres around the globe means that we are at home everywhere in the world. The Côte d’Azur also breathes creativity. All the impressionists painted there, and it is a very sensuous region. The most diverse sources of inspiration come together here in a melting pot. This starts with the light and applies across technology, art, culture, architecture, to the aromas that waft around us there. We are in the future here, and at the same time at the roots of the brand.” The Mercedes-Benz Advanced Design Centre Europe in Nice stands as a testament to the brand’s ongoing pursuit of design excellence, leveraging the inspiring environment of France to shape the future of automotive design.
