Project: Mercedes Star Pavilion - Reflection Nebula (Milan Design Quartet Project 2024)
Client: Mercedes-Benz
Year: 2025
Typology: Product & Sustainability
Size: 4,069 sq. ft/ 378 sq. m
Status: Idea
Location: Milan, Italy
Event: Milan Design Week 2025
Client: Mercedes-Benz
Year: 2025
Typology: Product & Sustainability
Size: 4,069 sq. ft/ 378 sq. m
Status: Idea
Location: Milan, Italy
Event: Milan Design Week 2025
Collaborators:
BOI ARCHI DESIGN
Mercedes-Benz
BOI ARCHI DESIGN
Mercedes-Benz
Product:
G-550 SUV 2025 | G-Class | AMG G-Class SUV
G-550 SUV 2025 | G-Class | AMG G-Class SUV
https://www.mbusa.com/en/vehicles/model/g-class/suv/g550w4
https://www.mercedesbenzatlantasouth.com/g-class-ev-vs-gas-comparison/
https://www.mercedesbenzatlantasouth.com/g-class-ev-vs-gas-comparison/
AutoCAD | SketchUp | Enscape | Adobe Indesign | Adobe Illustrator | Adobe Photoshop
Why did I choose this location?
Milan, globally recognized as a hub for design, fashion, and innovation, is the ideal location for this architectural and experiential showcase. The city’s deep-rooted culture in craftsmanship, sustainability, and forward-thinking creativity makes it the perfect stage for an event that fuses luxury, performance, playfulness, and timeless elegance.
Milan, globally recognized as a hub for design, fashion, and innovation, is the ideal location for this architectural and experiential showcase. The city’s deep-rooted culture in craftsmanship, sustainability, and forward-thinking creativity makes it the perfect stage for an event that fuses luxury, performance, playfulness, and timeless elegance.
*Milan Design Week
What is it?
Milan Design Week is the world’s most influential design event, bringing together global brands, architects, artists, and innovators to showcase cutting-edge ideas across architecture, product design, and sustainability. The event fosters dialogue on the future of design by blending tradition with groundbreaking technology.
What is it?
Milan Design Week is the world’s most influential design event, bringing together global brands, architects, artists, and innovators to showcase cutting-edge ideas across architecture, product design, and sustainability. The event fosters dialogue on the future of design by blending tradition with groundbreaking technology.
Why Milan Design Week?
This event was chosen because it provides:
A prestigious platform for showcasing architectural and product innovation.
A cross-disciplinary exchange between fashion, design, and sustainability.
A rich cultural backdrop, engaging global audiences, and industry leaders.
This event was chosen because it provides:
A prestigious platform for showcasing architectural and product innovation.
A cross-disciplinary exchange between fashion, design, and sustainability.
A rich cultural backdrop, engaging global audiences, and industry leaders.
Concept & Design
"Mercedes Star Pavilion - Reflection Nebula" merges architectural elegance and functionality, echoing the timeless design philosophy of Mercedes-Benz. This pavilion will introduce the Mercedes-Benz G-550 SUV 2025 | G-Class | AMG G-Class SUV, innovation, and a sustainable full-electric car at Milan Design Week 2025. Inspired by the brand's iconic three-pointed star logo, this structure symbolizes the fusion of luxury, engineering precision, and nature, with each point of the star embodying the Mercedes-Benz ethos: Land, Sea, and Air, representing their historical dedication to innovation across all terrains.
The pavilion’s form will directly reflect the geometric precision of the Mercedes-Benz star logo, expanded into a dynamic and inviting space. Each point of the star logo becomes a wing of the pavilion, dedicated to different facets of the G-Class and the Mercedes brand.
The Land Wing (Sustainability): Inspired by the rugged terrain conquered by the G-Class, this wing emphasizes resilience. It features natural materials, such as stone and grass, in contrast to cutting-edge alloys. Interactive displays and simulations showcase the G-Class’s off-road capabilities.
The Sea Wing (Motorization): Reflecting the brand’s versatility and fluidity, this wing uses reflective surfaces, glass, and water features, evoking tranquility and a luxurious ambiance. Here, all visitors can sit and enjoy the guest speaker's presentation about Mercedes’ sustainability initiatives and innovations in eco-friendly design, connecting their rugged vehicles with a commitment to the environment. The visitors can also hear the sound of the water falling from the mirror steel wall.
The Air Wing (Innovation): Celebrating the G-Class’s iconic history, it is an exhibition space highlighting its evolution, engineering milestones, and unique luxury features. This area uses airy, open spaces and suspended installations to express the brand's forward-thinking vision.
Structure: A radial star-shaped framework made of recycled aluminum alloy, with finished mirror steel panels forming a lightweight yet durable shell.
Roof: A parametric star skylight, allowing sunlight to cast dynamic light patterns inside, symbolizing the brand’s legacy of precision.
Flooring: Oak wood
Lighting Fixture: Hanging grand ring adaptive LED lighting
Foundation: Precast concrete, reducing carbon footprint while ensuring structural stability.
Roof: A parametric star skylight, allowing sunlight to cast dynamic light patterns inside, symbolizing the brand’s legacy of precision.
Flooring: Oak wood
Lighting Fixture: Hanging grand ring adaptive LED lighting
Foundation: Precast concrete, reducing carbon footprint while ensuring structural stability.
This unique project invites visitors to experience the G-Class’s blend of power and luxury, with architecture that reflects Mercedes-Benz’s relentless pursuit of excellence, offering a memorable interaction with the brand’s values and its future.
This project redefines pavilion architecture, blending sustainability, technology, and immersive brand storytelling. It isn’t just an exhibition; it's a vision of how design, commerce, and the environment can coalesce into a progressive and responsible architectural movement.
