Celebrating the 50 years of Mercedes-AMG at Pebble Beach Concours d’Elegance.
Since ’67, AMG has found itself at the pinnacle of performance. At the apex of achievement. The top of the racing pack. And in the dreams of those who love pure, unadulterated power. This is not by accident. It’s not by some random stroke of luck. Instead it’s a relentless passion for Driving Performance — whether on a closed track or a wide-open highway. Our engineers. Our designers. Our fans, even … demand nothing less. We take this thinking into our experience design. Not only will our Pebble Beach guests walk amongst the giants and learn about the legends — from the AMG Mercedes 300 SEL 6.8 to the X1 Drivetrain — they’ll also get their own chance to be a part of the last halfcentury’s most dominant family.
The Official AMG 50 Course
Guests can sign up to race in the official AMG 50 race. The track is a replica of Laguna Seca, the home course of Mercedes-AMG Driving Academy and another favorite destination of race fans. The exciting track design dazzled racers and guests alike, as they watch model AMGs speed through Star Lounge. Guests could follow their stake in the competition through the digital leaderboard and win daily prizes.
In addition, there were several digital experiences that allowed guests to design their own AMG 50 poster, learn the history of Mercedes-AMG, explore the vehicles in the space, and get insider knowledge to the F1 Concept Drivetrain.
Role: Design Director – branding, digital, event creative
Creative Agency: Public School
Spatial Design + Fabrication: Czarnowski + Assembly
Photography: Eric Larson (MB Social) + Sean Metcalf