Mercedes has chosen a Los Angeles-area location as the site of its first U.S. studio-style store, saying the concept’s focus on customization fits American individuality to a T.

The store in Beverly Hills, one of Los Angeles County’s major cities, follows a dozen other Mercedes-Benz Studios throughout Europe, Asia and one in Canada, puts the German brand close to its planned 18 locations of the concept on four continents.

The studios, established as the brand celebrates its 140th anniversary, include immersive displays, personalized appointments, vehicle customization and cultural collaborations.

Some of the locations are planned as temporary stores, while others will be permanent. The brand didn’t say which the L.A. location is, though it did call the Beverly Hills store a flagship location of the network.

In explaining the location choice, the automaker said L.A. is “its most important market globally for individualization” and a “cultural and creative epicenter.”

The vehicle customization aspect of the studio, dubbed Manufaktur Made to Measure, is only the second among the studios after one in Mercedes’ home country. That’s because U.S. customization orders made up more than 40% of Mercedes’ bespoke business last year.

As part of the studio’s opening, Mercedes announced the worldwide debut of the new Maybach GLS SUV, “showcasing the pinnacle of luxury and personalization.”

Mercedes said consumers can contact their local dealerships to schedule an appointment at the Beverly Hill studio.

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