Apex of Luxury
McLaren MSO
Apex of Luxury
McLaren MSO
Apex of Luxury
McLaren MSO
Client
McLaren UAE
McLaren UAE
Type
Experiential
Experiential
The Market
Automotive · Luxury Experiences
Automotive · Luxury Experiences
Year
2026
2026
About
The Apex of Luxury at Grand Picnic Safa Park. The biggest date in Dubai's car calendar. Over a thousand cars parked across the lawns. People literally stay all day. McLaren brought MSO, their Special Operations, the division that builds one-of-one commissions for owners who want a car nobody else has.
The Apex of Luxury at Grand Picnic Safa Park. The biggest date in Dubai's car calendar. Over a thousand cars parked across the lawns. People literally stay all day. McLaren brought MSO, their Special Operations, the division that builds one-of-one commissions for owners who want a car nobody else has.
My Role
I was the Signage & Experiential Designer, leading the art direction of the event’s spatial identity. My work covered the experience guests encountered across the site: wayfinding, car display plinths, large-format environmental graphics and guest collateral.
I was the Signage & Experiential Designer, leading the art direction of the event’s spatial identity. My work covered the experience guests encountered across the site: wayfinding, car display plinths, large-format environmental graphics and guest collateral.
Brief
McLaren has a high bar for how its products are presented. The experience needed to carry that same sense of precision and attention to detail, while still having character of its own. The brief was broad, but the answer was already there in MSO. Its work is built around the idea that no two owners want the same car. A uniform event identity would have missed that. The challenge was to make the whole environment feel considered and connected, while giving each element room to be different.
McLaren has a high bar for how its products are presented. The experience needed to carry that same sense of precision and attention to detail, while still having character of its own. The brief was broad, but the answer was already there in MSO. Its work is built around the idea that no two owners want the same car. A uniform event identity would have missed that. The challenge was to make the whole environment feel considered and connected, while giving each element room to be different.
Approach
I treated the design as a system with both consistency and variation. The wayfinding, plinths, graphics and guest materials needed to belong to the same event, but each had a different job and scale. I carried the identity across those touchpoints while shaping each one for its setting and purpose. That balance became the central design decision: coherence across the site, without making every expression identical.
I treated the design as a system with both consistency and variation. The wayfinding, plinths, graphics and guest materials needed to belong to the same event, but each had a different job and scale. I carried the identity across those touchpoints while shaping each one for its setting and purpose. That balance became the central design decision: coherence across the site, without making every expression identical.
Experience
Guests encountered the identity as they moved through the event, from the wayfinding that helped them navigate the park to the details around the cars and the materials they took away. Together, those touchpoints framed the MSO display as a considered part of the wider Grand Picnic experience.
Guests encountered the identity as they moved through the event, from the wayfinding that helped them navigate the park to the details around the cars and the materials they took away. Together, those touchpoints framed the MSO display as a considered part of the wider Grand Picnic experience.
Created in collaboration with the Noble Live team and all the people who brought the experience to life.
More Projects