Mercedes-AMG G 63 · Self-Initiated Concept
DESERT ICON MEETS MODERN LUXURY.
Project
Mercedes-AMG G 63
Desert Icon Meets Modern Luxury
Market / Year
Riyadh, Saudi Arabia / 2026
Self-Initiated Concept
My role
Creative Direction · Experience Design · Exhibition Concept · Art Direction · Spatial Storytelling · 3D / CGI Previsualization · Motion Direction
Disciplines
Experiential · Exhibition Design · Automotive · Spatial Design · 3D / CGI · Motion
The Purpose
MAKE THE G 63 THE CENTRE OF THE EXPERIENCE.
The concept is designed around one clear priority: the vehicle remains the hero while architecture, material, light, digital content and hospitality amplify its presence.
Design Logic
A VEHICLE DISPLAY BECOMES A BRAND WORLD.
The G 63 is positioned as the visual anchor from the main approach, with circulation opening around the vehicle rather than competing with it.
Saudi desert material cues are translated through warm stone, bronze surfaces and controlled amber light, while black performance finishes retain the AMG character.
Digital and hospitality zones support the product story without turning the stand into a collection of disconnected features.
SIX VIEWPOINTS. ONE COMPLETE SPACE.
Visitor Journey
DESIGN THE JOURNEY. NOT JUST THE STRUCTURE.
- 01
Recognize
A strong silhouette and illuminated architectural gesture make the stand visible from across the mall.
- 02
Approach
The arrival angle immediately reveals the G 63 as the centre of the composition.
- 03
Explore
Visitors move around the vehicle through product, material and digital storytelling zones.
- 04
Engage
Interactive content and consultation turn attention into deeper product discovery.
- 05
Stay
Hospitality creates a slower premium moment without blocking circulation or the vehicle.
- 06
Remember
The continuous material and light language creates one recognizable AMG spatial memory.
FROM EXPLORATION TO DIRECTION.
CGI / Motion Study 01
BUILDING THE EXPERIENCE.
A cinematic spatial study exploring how the proposed stand reveals itself through camera movement, light and the vehicle hero moment.
CGI / Motion Study 02
FROM DESIGN TO PRESENCE.
A second motion study develops the pavilion as a sequence rather than a static render — arrival, circulation, vehicle focus and atmosphere.
Proposal Status
A SELF-INITIATED SPATIAL CONCEPT FOR RIYADH.
The 12 × 12 metre exhibition proposal is a portfolio exploration and is not presented as an official Mercedes-Benz commission or a completed installation.
Experiential & Spatial Projects
PLANNING AN EXPERIENCE PEOPLE CAN STEP INTO?
I work with brands, agencies and marketing teams across campaigns, motion, 3D, experiential and integrated creative production.
Project status & credits
Self-Initiated Concept
This is a self-initiated concept by Mubasheer Hussain. It is not an official commission or an endorsement by Mercedes-AMG G 63. Applications shown here are proposed creative work.
Creative Direction & Art Direction — Mubasheer Hussain