Mercedes-Benz celebrated 130 years of motorsports excellence at Pebble Beach car week. Attendees experienced a display of legendary race cars side-by-side with modern day models and raced their friends on fully-articulating racing simulators.

Set away from the main show floor, the Porsche booth at the LA Auto Show 2022 was an immersive destination that transported attendees to another world. The booth featured the world premiere of the iconic 911 Dakar, an on-road 911 with off-road roots and multiple vehicle vignettes to display the full lineup.

Mixing natural and industrial materials with moody lighting and color washes, the booth's design created a visually stunning environment, blending the raw beauty of nature with the precision and sophistication synonymous with Porsche.

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To introduce the Mercedes-Benz vehicles to football and soccer fans in the brand new Mercedes-Benz Stadium in Atlanta, a series of activation environments were designed that facilitated brand storytelling and product demonstrations . Intended to be a visual break in the action, each space incorporated a “Forward Motion” design ethos while embodying a progressive Mercedes-Benz aesthetic.

CREATIVE DIRECTOR / 3D DESIGNER

At the 2018 US Open, instead on inundating fans with digital interactives and technical specs, dynamics of the modern tennis ball were compared to dynamics of various Mercedes-Benz models through simple vignettes. The result was an engaging environment that tied the product directly to the sport of tennis.

CLA45: Aerodynamics

G550: Multi-surface/road Characteristics

CLS450: Material Engineering

At Pebble Beach Car Week, Mercedes-Benz celebrated 130 years of motorsports excellence with an unforgettable event. Attendees experienced a stunning display of legendary race cars and cutting-edge innovations.

The celebration featured keynote speeches by industry icons, unveiling exclusive new models, and interactive exhibits showcasing the brand's rich heritage and technological advancements.

Guests enjoyed immersive experiences, from virtual reality racing simulations to panel discussions on the future of motorsports, all reflecting Mercedes-Benz's enduring impact on the racing world.

At the prestigious Masters golf tournament, Mercedes-Benz showcased the remarkable EQS SUV, an embodiment of electric mobility and elegance. The vibrant multimedia digital greenhouse provided a captivating setting, where nature and technology seamlessly merge.

Displayed within the lush green oasis, the EQS SUV commanded attention with its sleek, aerodynamic design, serving as a testament to Mercedes-Benz's commitment to sustainability and innovation. The dynamic lighting and visual displays further enhanced its striking presence, while illuminating its eco-conscious engineering.

Inside the digital greenhouse, guests immersed themselves in a world where nature came alive through projections and interactive displays. The sounds of chirping birds and rustling leaves created a serene ambiance, transporting visitors to a tranquil oasis.

Toyota's modular auto show architecture system, centered around an immersive theater experience called The 360 Theater. This innovative design allows visitors to embark on a captivating journey through the world of Toyota with engaging conversation and presentations.

The central immersive theater serves as the heart of the exhibit, transporting attendees into a dynamic and interactive world where they can explore Toyota's latest innovations, sustainability initiatives and future mobility concepts. Taking cue from a technique found in concert stage design, a giant turntable with a central LED screen allows constant programming without delay by staging of the next show behind-the-scenes while a current show is running.

To celebrate the first Miami Formula One Grand Prix, an AMG brand center was constructed in the middle of the Miami Design District. The space served as an engaging display of the AMG and EQ brands as well as an event space for nightly parties.

With the help of Lewis Hamilton, Will.i.am revealed his custom AMG creation called “The Flip”, his custom AMG creation followed by an after party and a pop-up shop featuring custom merchandise.

At the 2021 Los Angeles Auto Show, Porsche was presented against an unexpected backdrop of reusable, sustainable and “found objects”. Each environment represents the essence and emotion of the vehicles within them and positions the brand as a thought-leader in sustainability.

To reach out to a post-COVID hybrid audience, a live augmented-reality press event synced the physical space with digital space to extend the borders of the booth and immerse both in-person and online guests.

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The west coast version of the Mercedes EQ Pop-Up opened in November to introduce the all-new Mercedes-Benz EQS with vehicle displays, interactive engagements and retail merchandise.

To help potential buyers get over “range anxiety, a Maximum Range shape recognition table was designed to show the driving range of each EQS model version as well as the regional charging network. Users placed a 3D-printed speed-shape of each model on top of the screen to trigger respective range details.

Conductive 3D-printed rocks were also designed to allow exploration of EQS specs and future EQ models. Visitors simply touch one of the rocks to cue digital content on-screen.

At SXSW 2022, Porsche UNSEEN was a conceptual journey that miniaturized guests and transported them to the top of lead Porsche designer, Michael Mauer’s drawing board. Attendees meandered around giant design supplies and previously unseen Porsche concept cars made to look like scale models. There was a humongous box of “Turb-O’s” cookies and a sketchbook performance stage beside a huge iPhone and enormous coffee mug.

Throughout the festival, live programming featuring panel discussions, designer presentations and live music performances kept content fresh and the people returning for multiple days.

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To bring the Porsche 918 supercar to prospective buyers, a mobile garage was designed to provide up-close access to the vehicle, hospitality, and configuration areas. Simple and clean colors and forms accent the space and provide a minimal and modern environment for the 918 and its guests.

To capture the attention of golf fans while educating them on Mercedes-Benz brand, a mini golf course tied various hole obstacles to vehicle characteristics – providing a fun and familiar challenge. Participants were given a quick intro to each hole and how it equates to the vehicle characteristic then they were allowed to take a putt.

In the vibrant heart of Chelsea, New York City, a captivating pop-up Mercedes-Benz EQ store emerged, inviting visitors into an immersive experience of electric mobility. Stepping inside, guests were transported to a world where cutting-edge technology and luxury converge. Digital displays adorned the space, showcasing the sleek design and innovative features of the EQ vehicles, captivating onlookers with stunning visuals and informative content.

Knowledgeable brand ambassadors guided visitors through the store, sharing insights into advanced electric powertrains and intelligent connectivity systems that define the EQ lineup. The pop-up Mercedes-Benz EQ store in Chelsea left an indelible impression on guests, leaving them inspired by the possibilities of sustainable and stylish electric mobility.

To celebrate Porsche's rich heritage, the One Porsche Drive Classic Center displays some of the rarest classics and winningest cars to ever hit the track. Keeping with the philosophy "The Cars are the Stars", the vehicles are accented by large minimal swatches of white and black to allow a perfect viewing environment.

The archive room is a functional historical archive that houses many original documents and references from Stuttgart and the United States. Incorporating leathers, dark woods, and reclaimed Chicago brick, the decor is intended to be beautiful and timeless - much like the Porsche brand.

To launch an updated aesthetic for Mercedes-Benz dealerships across the U.S., Mercedes-Benz Manhattan served as the initial first study for integrating an updated brand design aesthetic with interactivity and a low pressure sales tactic.

Multiple vehicle vignettes were coupled with engaging interactive to increase product exposure and dwell time. AMG virtual reality racing simulators, a sleek coffee lounge and a Design Immersion configuration room were designed to aid the sales team in providing a pressure-free dealership experience.

The driving experience for the Porsche 918 at Autobahn Club in Joliet, Illinois, was an unforgettable adrenaline-fueled VIP adventure. Hidden within the pit paddock, guests were invited to spec out their dream hypercar in a branded fitting lounge and had the opportunity to unleash the power of the legendary Porsche 918 on the iconic Chicagoland track.

Accompanied by expert instructors, the event offered an unparalleled driving experience that left attendees with a lasting impression of sheer speed, unmatched performance, and the undeniable thrill of mastering one of the world's most remarkable hybrid supercars.

The Infinity Club at Mercedes-Benz Stadium in Atlanta offers an exclusive look at the new vehicles for season ticket holders and their invited guests. The room is completely lined with mirrored surfaces and lighting to metaphorically represent the broad reach of the Mercedes-Benz brand and as the idea of exploring “Beyond the Boundary”. Fans also get a 180 degree photo of them with the vehicles for sharing on social media.

CHALLENGE: Design a “pop-up” brand experience to be open during Super Bowl LIII in Atlanta within 1 month

SOLUTION: Provide a retail space for the Mercedes-Benz brand easily accessible to out-of-town visitors by locating it on mass transit routes. A vacant former Armani retail space was redefined as a branded space complete with a design immersion configuration lounge, virtual reality racing simulators, exclusive Super Bowl + Mercedes-Benz merchandise a press event vehicle launch. The space was identified, redesigned, modified and open for business in a matter of 1 month.

To reach out to a new demographic base, a pop-up store was designed at Mall of America in Minneapolis although the word “pop-up” is used sparingly because of it’s permanent aesthetic. Before it’s opening, the space was a completely raw basketball court-sized room with nothing but a couple drop lights, an old piano and giant Christmas decorations.

Since it’s opening, Mercedes-Benz has attributed over 100 vehicle sales to the MOA store - this number will likely climb well over 200 vehicle sales - on par with previous “pop-up” stores around the country.

Each year the Star Lounge at Pebble Beach celebrates legendary cars of Mercedes-Benz past, present, and future. Larger than life numbers accompanied each vehicle to serve as a “go-to” description of a break-through achievement in engineering, design, or motorsports. For 2018, the chalet itself was opened up to embrace the gorgeous weather and picturesque Monterey Bay - making the space feel more like a modern residence than a temporary structure.

Located at stunning Pebble Beach, Mercedes-Benz presented a remarkable event celebrating the essence of open-air driving and the iconic cabriolet cars. Guests were immersed in a world of luxury and elegance that paid homage to the art of convertible driving.

As guests entered, their eyes were drawn upward to a breathtaking display of abstract cloud sculptures adorning the ceiling. These sculptures beautifully represent the liberating sensation of driving with the wind in your hair, evoking a sense of freedom and exhilaration.

The event showcased the pinnacle of Mercedes-Benz cabriolet craftsmanship, with an impressive lineup of convertible models on display. From the timeless classics to the cutting-edge designs of today, the seamless combination of advanced engineering and refined aesthetics that define every Mercedes-Benz cabriolet were on display.

Tucked away in a garage at Barber Raceway east of Birmingham, Alabama, prospective customers were guided to a secret nondescript showroom containing the fastest hyper car Porsche has ever created - the 918. The space provided an exclusive environment to talk shop with product specialists and its location provided a perfect test course for the new Porsche rocket ship!

At the Star Suite, VIP guests wine and dine in an architectural metaphor of the Mercedes-Benz brand that exemplifies many of the aspects found in their vehicles: design, comfort and functionality .

Elegant wood grain, suede stitched leather and satin black finishes provide a minimal yet rich environment for entertaining and serves as a home base for owners during the US Open. As a nod to the longevity of the company and the sport of tennis, a simple timeline demonstrates material and manufacturing technology similarities over the past 100+ years.

To educate and entertain employees and visitors alike at the new Porsche North American Headquarters, a series of dynamic brand activations were designed and installed on multiple levels within the building’s interior. Each installation was tailored to define key storytelling moments using intriguing physical form factors and dynamic digital media. Displays were also designed to live within the building for an indefinite amount of time and can be added to as new models and brand stories develop.

In the “Serve Like Sloan” experience, US Open fans were both inspired by Sloan Stevens’ technique and immersed in Mercedes-Benz MBUX technology.

By integrating the MBUX system with a fun and engaging augmented reality tennis coaching session, fans interacted with the papable aspects of the system such as voice recognition, ambient lighting effects and soundscapes.

For a deeper dive into MBUX technology, fully functional display vehicles were also available throughout the space. In turn, fans walked out of the space with knowledge of a product feature that they would not have otherwise received at a sporting event.

To celebrate the 50th anniversary of the AMG brand, the Star Lounge at Pebble Beach transformed into a high-performance chalet complete with a semi-circular reveal theater and a giant Laguna Seca slot car track.

The space hosted several events including the reveal of the Project ONE drivetrain, an After Dark party, and a slot car racing tournament.

In the absence of a physical test drive, guests were treated to an exhilarating alternative at retail and stadium activations across the US. Through cutting-edge virtual reality racing pods, visitors could embark on virtual drives in AMG vehicles, engaging in friendly competition against one another.

The design aesthetic, inspired by sleek polygonal forms, was meticulously crafted to perfectly complement the smooth lines and dynamic contours of the AMG lineup, creating a bad ass VR cockpit

 In an effort to engage a new younger buyer, a Mercedes-Benz temporary retail store was opened at the Aventura Mall in Miami, FL for three months. The shopping mall environment provides a neutral environment that does not pressure browsers into purchasing like a traditional dealership might.

Vehicle sales attributed to each temporary store out-performed any other form of Mercedes-Benz event marketing.

Located on Chicago’s Magnificent Mile shopping district, the flagship store invited potential buyers into a fully-branded retail environment. Shoppers could sit in an AMG GTR, browse licensed apparel & accessories, or engage with a product specialist about vehicle specifics & pricing.

The AMG Driving Academy provides technical demonstrations and real on-track experience to guests at four of the top professional race tracks in the US. The chalet is intended to be the ‘AMG bunker” and was designed to incorporate all event functionality from training sessions and meals to track debriefs and the awards ceremony.

All components are designed to be broken down and shipped from track to track over the course of a year.

The development of the iconic silver flow sculpture for Mercedes-Benz auto shows was a meticulous and visionary process to create a form that embodied the essence of dynamic motion and automotive innovation. From initial sketches to 3D modeling and precision engineering, every detail was crafted to capture the grace and fluidity of the Mercedes-Benz vehicles.

The end result, seamlessly blended artistry and technology, with sleek lines and polished surfaces that reflected the brand's commitment to elegance and craftsmanship.

To serve as a new buyer touch point and to recruit a younger clientele, a pop-up flagship store was opened at Lenox Mall in Atlanta. All elements of the brand, from fashion to racing, were incorporated to expose potential buyers to the Mercedes-Benz brand. Local artists, athletes, and celebrities hosted multiple events within the store - making the store not only a retail environment but an event space as well.

To celebrate the 50th anniversary of AMG, a module-based system was designed to facilitate multiple brand touch points including an owner’s lounge, concept car reveal and a live AMG engine assembly demo. Simple construction methods allow the modular kit to be expanded upon or reduced easily from year-to-year.

The Lone Star LeMans at Circuit of the Americas in Austin, Texas was Porsche's U.S. reentry into the LeMans racing series after an extended absence. To celebrate their return, the Fan Zone was constructed in the track infield complete with a vehicle display and retail store. A VIP suite treated guests to local cuisine, driver meet-and-greets and a post-race afterparty.

The Mercedes-AMG chalet at the 24 Hours of Daytona offered an exclusive VIP owners club experience, characterized by a minimalistic design in black and white. Guests were enveloped in an atmosphere of sophistication and luxury, where every detail exuded refined elegance. Guests were able to interact with display vehicles, take test drives and watch the race in the lounge.

The Costa Mesa Los Angeles Mercedes-Benz pop-up store was the smallest format out of any of the previous locations and posed a number of challenges. The space had to be demoed, retrofitted and open in one month and had to fulfill the same requirements as the previous stores in a compressed physical space.

Once open, visitors were treated to an intimate setting where they could explore the latest Mercedes-Benz models, engage with knowledgeable staff, and immerse themselves in the brand's world of innovation and performance. Guests were able to race through the streets of LA on virtual reality simulators and spec out their future vehicle in the Design Immersion Studio.