Mercedes BEnz/ VElocity
Riyadh KSA
Project VeloCity is a lifestyle destination concept originally developed by Hybrid1 in association with MGMCT and Nvision Studio. Using mobility in general and the automobile specifically as a metaphor for societal progress, Hybrid1 is working with governments, landowners, brands, OEMs, and other stakeholders to bring VeloCity to major global markets in a way that authentically showcases both the local market and focal brands.
VeloCity Riyadh is envisioned as a live-work-play destination showcasing the Kingdom of Saudi Arabia (KSA) and its remarkable progress toward Vision 2030, as well as Riyadh’s ascension up the ranks of top global cities. Mercedes-Benz Group AG and its family of brands represent an ideal branding partner for VeloCity Riyadh, given the Group’s preeminence as a global luxury brand and its successful history in KSA.
Velocity will be a showcase for the future of sustainability, mobility, hospitality, and luxury. Welcome to VeloCity, a lifestyle resort and the living embodiment of both the Mercedes-Benz brand and the “future city” of Riyadh. Across MBX – the Mercedes-Benz Experience – and bespoke lodging, dining, shopping, and entertainment experiences, VeloCity captures the essence of modern luxury: high-performance, sophisticated, adventurous, progressive, & festive.
Featured below are 2 schemes representing the concept in Salmani style architecture as dictated by the region.
