Brabus, the German maker of high-performance Mercedes-Benz conversions, has locked in the glass-front retail space at The Shops at Century Plaza and is gearing up to launch a new U.S. flagship showroom in Century City. The boutique space sits in the jewel-box unit directly in front of the Fairmont Century Plaza hotel and is set to showcase bespoke, high-horsepower builds alongside branded lifestyle pieces. The deal signals that luxury brands are still willing to bet on curated, experience-heavy retail in Los Angeles.
CBRE senior vice president Houman Mahboubi announced the signing in a LinkedIn post, calling it the brand's first flagship location in the Los Angeles market and describing the space as a "glass-wrapped jewel box" at The Shops at Century Plaza. CoStar has also reported on the lease.
What Brabus Will Offer
BRABUS, based in Bottrop, Germany, has built its name on bespoke engine tuning, custom interiors and a slate of lifestyle products that stretch beyond cars. The company promotes high-performance conversions, limited-run builds and branded apparel and accessories, according to BRABUS. A dedicated Century City showroom will give buyers a place to check out finished vehicles in person and sit down to map out one-off commissions.
Why Century City
The Shops at Century Plaza sit within the Reuben Brothers' $2.5 billion Century Plaza redevelopment, which delivered new residences, the restored Fairmont hotel and about 100,000 square feet of curated retail and dining, per PR Newswire. The Brabus space fronts Avenue of the Stars, positioned to capture hotel guests, nearby residents and the surrounding office crowd. The arrival of the tuner brand fits the landlord's push to stock the district with experiential, high-end tenants rather than basic mall fare.
Cars Meet Malls: A Growing Play
Property owners and automakers have increasingly been testing gallery-style showrooms and on-site programming inside shopping centers instead of relying only on traditional dealerships across town. Recent coverage from CoStar highlighted how Rivian and Caruso have folded test drives, charging stations and polished display spaces into their retail strategy at Los Angeles malls. Brabus' Century City showroom will likely track that same playbook, with private viewings, commissioned builds and tightly curated events tailored to deep-pocketed enthusiasts.
So far, neither Brabus nor the property has released a public opening date or a build-out timeline. For Los Angeles collectors and luxury-car buyers, the space is poised to become a destination for commissioned work and invite-only gatherings once the doors finally open. Until then, Century City will just have to wait for its new toy box to light up.
