AMG One Display: interactive brand experience for showrooms

Overview

AMG One Display is an interactive application developed in Unity for Mercedes-AMG showrooms. The app was designed to give visitors an engaging and educational experience with the AMG brand, allowing them to explore model comparisons, view curated image galleries, and discover AMG’s heritage through a clean, intuitive interface. The highlight of the experience was a series of interactive car showcases for flagship models such as the EQS and AMG SL, blending technology, storytelling, and performance.

My Role

As Visualization Lead and Real-Time Supervisor, I was responsible for overseeing the production of the interactive experiences and ensuring they met AMG’s creative and technical standards. I led the development team through concept, prototyping, and integration, defining the art direction, coordinating with developers, and maintaining the project’s overall visual and experiential quality.

Visual Direction

I established the lighting, shading, and material standards that defined the project’s high-end aesthetic. This included the look development of the cars, focusing on authentic car-paint materials, reflections, and environment lighting that accurately represented AMG’s luxury performance identity. Each scene was designed to look cinematic yet technically optimized for real-time performance in showroom environments.

Interactive Experience Design

I worked closely with the design and development teams to shape the interactive experiences for each vehicle. For models like the EQS and AMG SL, we created real-time visual storytelling moments that revealed key design and performance features using camera transitions, dynamic highlights, and custom VFX. The goal was to make each interaction both informative and emotionally compelling, reflecting AMG’s engineering precision and power.

UI Integration & Technical Oversight

The application featured a complex, modular UI system that connected various sections, model comparison, history timeline, image gallery, and car showcases. I supervised the UI implementation and integration, ensuring smooth interaction logic and consistent user flow. By balancing artistic direction with technical execution, I helped maintain coherence between design intent and real-time functionality.

Outcome & Impact

The AMG One Display became a centerpiece of the brand’s showroom experience, providing visitors with a deeper understanding of AMG’s innovation and heritage. It successfully merged luxury-grade visuals with intuitive interactivity, demonstrating how Unity-based real-time content can elevate brand storytelling. The project strengthened AMG’s digital presence and set a new standard for automotive showroom experiences.