Mercedes G-Class Event Center – Graz

VXV’s design strategy for the competition entry of the G-Class Experience Center near Graz is rooted in transformation through contrast.

The proposal reimagines the former aircraft hangar as a layered event architecture — a multi-dimensional infrastructure embedded within the raw industrial shell. Across approximately 1,600 sqm of flexible event space, the concept establishes a powerful spatial framework that accommodates large-scale gatherings while allowing for intimate and highly curated moments.

Rather than concealing the building’s history, Veech x Veech deliberately preserves its scale, structure and patina. The existing hangar aesthetic becomes the spatial counterpoint to the refined, iconic design language of the Mercedes-Benz G-Class. This dialogue between industrial robustness and automotive precision defines the architectural narrative.

Within this envelope, a vertically articulated interior landscape unfolds. Inserted platforms, galleries and transparent volumes create a multi-level environment that integrates conference and hospitality spaces, educational facilities and exclusive VIP areas into one coherent system. The spatial layering allows simultaneous programming while maintaining clarity, orientation and experiential quality.

Dynamic media installations are strategically embedded throughout the architecture. Large-scale digital surfaces, immersive projection zones and responsive lighting concepts transform the hangar into a living stage. Content can be adapted in real time — highlighting keynote moments, product presentations or brand storytelling — and turning the entire 1,600 sqm into an atmospheric communication platform.

The result is more than an event venue: it is an immersive brand environment where architecture, media and movement converge — creating a memorable, emotionally charged experience that extends far beyond the event itself.