Set on the site of the historic Brooklands motor racing circuit, Mercedes-Benz World is a visitor attraction showcasing the manufacturer’s legendary vehicles of the past through to their Formula 1 racing pedigree. As part of the offering, visitors of all ages can experience the thrill of driving a Mercedes on the dedicated track and off-road facility.

This is the brand concept creation of Mercedes-Benz Driving Experiences. Together with name generation, a visual identity suite and system was introduced to clearly define the various number of specialist experiences offered.