AMG UNXPCTD, Munich Motorworld

Master of luxury performance Mercedes-AMG teamed up with us to define a bold brand experience concept that delivered their brand values within the smallest of footprints at Munich Motorworld – the home of motoring passion. Together with Heller Design, we unleashed the thrill of AMG for all to experience.

Superior engineering, unrivalled speed and peak performance make Mercedes-AMG a drive like no other. We needed to conceive a dual-purpose experience that delivered their ethos with head-turning impact.

Striking, luxurious and disruptive, just like its cars. A powerful new brand experience for AMG that delivers a world-class car unboxing experience, making performance dreams a reality. Encapsulating the spirit of the brand and the exhilaration of the drive, visitors can craft their dream AMG whilst immersed in the roar of the engine, offering simultaneous moments of thrill and relaxation.

For the brand’s most exclusive customers, the experience can be closed for private 1-1 consultations, whilst remaining constantly accessible to others via an AR portal at its doors, ready to transport them into the virtual world of AMG.

A creative collaboration instigated and agitated by Green Room Design. Welcome to AMG UNXPCTD.