Mercedes-Benz
US Open
Digital, Technology, Art & Design
Tennis fans,
meet AMG.
A creative-technology activation at the US Open — a registration web app, an RFID Performance Pass, a Nürburgring race experience, and a live leaderboard, unified by one cinematic design system.
At the US Open, tennis fans became AMG drivers. A creative-technology layer turned the pavilion into a game: register in seconds, race a virtual lap of the Nürburgring, and tap an RFID Performance Pass to save your time to a live leaderboard — physical and digital stitched into one cinematic system.
Three connected surfaces
Register, race, save with a tap
A web app on iMac stations captured a quick registration, then handed fans into the AMG Virtual Drive. Finish the lap, tap your Performance Pass on the reader, and your time was written to your profile — no forms, no friction.
Browse the lineup, self-serve
Wall-mounted screens and freestanding towers let visitors explore the full range at their own pace — galleries, specs, and model details on a touch-first grid that stayed legible in bright, outdoor light.
A live leaderboard, wall to wall
A synced video wall paired hero AMG footage with a live standings board that updated as fans logged laps — turning the pavilion into a spectacle and giving every driver a reason to come back and beat their time.
One design system
Type, motion, and grid were built once and scaled from a registration form to a full video wall, so every surface read as one experience.
Pass as the thread
The RFID Performance Pass linked the physical and the digital — one tap tied a fan to their registration, their lap, and their spot on the board.
Built for the crowd
Big targets, glare-aware contrast, and fast idle resets kept the flow moving through a loud, high-traffic, sun-lit venue.
