AMG x IWC Speed City
Celebrating Las Vegas GP throughout time.

Focus
Branding, Environmental graphics, Event collaterals, Event styling.

Event views
Drone show

Branding, art direction and event collaterals for the joint celebration by AMG and IWC at F1 Las Vegas Grand Prix 2023. Speed City, an immersive brand experience in the Nevada desert. Taking inspiration from the surrounding landscape of the race track—as well as the concept of speed and time—the design alludes to semi-dystopian ruins including distressed and deconstructed graphics glytched throughout the event space areas.

Hero image
Amsterdam Berlin

Made at
Amsterdam Berlin

The experience combined product launches as well as a monumental light and drive performance with Lewis Hamilton and George Russel. Alongside the two key brands, Sacai also introduced an exclusive capsule collection in collaboration with AMG for the event.