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We celebrate every road you take.


To every road
that led us here.

Streets are places of connection, celebration and community for queer people around the world. And streets are also the home of Mercedes-Benz cars, becoming the place where the three pointed star has been shining for more than 137 years.

So for this year’s Pride Month we’re paying tribute to streets and neighbourhoods, that like no others, have shaped LGBTQIA+ culture around the world. We celebrate every road you take.

Watch the film.

Meet Gigi, Margarita
and Jens.

Many paths lead to your authentic self. So in our campaign, we not only honour iconic streets around the world but also share the inspiring journeys of three people from the LGBTQIA+ community and how streets helped them to find their true voice.

We meet Gigi, who went from model to real life role model. Margarita tells us how queer neighbourhoods make her truly feel at home. And Jens shares the story of coming to Berlin and discovering a new side of the city — and himself.

watch all stories
Watch the films.

From the West Village
across Porta Venezia to
buzzing Shinjuku.

Around the world queer streets provide safe spaces for people of all identities. What better way to explore these places that made LGBTQIA+ history and shaped entire communities than aboard some Mercedes-Benz icon. In a road trip around the world we visited 5 cities: Tokyo, Milan, London, Berlin and New York City.

Watch the gallery.