THE OPPORTUNITY

Mercedes-Benz AMG, renowned for its high-performance vehicles, was celebrating 50 years of AMG and needed a way to showcase its legacy in a dynamic and engaging way at the iconic Pebble Beach. Rather than simply displaying cars, we saw an opportunity to create an immersive experience that would allow enthusiasts to connect with AMG’s history and innovations firsthand while reinforcing its position as a leader in driving performance.

THE IDEA

Transform AMG’s 50th-anniversary showcase into an interactive, multi-sensory experience that immersed guests in the brand’s high-performance legacy. We developed the Star Lounge, an engaging hub where guests could race model AMGs on a replica of Laguna Seca and explore the future of performance with an F1 Concept Drivetrain. To enhance engagement, we introduced a digital activation that allowed visitors to personalize and take home custom AMG 50 posters, doubling as a lead-capture tool. This fusion of heritage storytelling, cutting-edge technology, and interactive experiences created a compelling brand journey that deepened visitor connection and reshaped perceptions of AMG.