Mercedes
re-engineered wheel rim tables

Product Design | Print | Website Assets | Social Media | Email Campaigns

The aim of this project was to re-engineer Formula 1 wheel rims used by Mercedes-AMG Petronas Formula One Team during the 2019 - 2021 season’s by Lewis Hamilton, repurposing them into a design-led product that allows fans to commemorate and engage with his most significant moments on track.

Initial sketches explored a range of ways to use the wheel rims to create different variations of table and stool designs.

The final outcome comprises five individual ‘iconic’ coffee tables, each capturing a defining moment from a specific race. Artwork printed directly onto the glass surface transforms each piece into a functional object that also preserves a moment of sporting history.

Extending the collection, a series of stools was developed using smaller wheel rims. Each piece incorporates race information, results, and a printed visual, translating key sporting moments into design.

Additionally, a one-of-a-kind dual wheel rim table was developed, created from the dramatic collision at Monza between Max Verstappen and Lewis Hamilton. This piece translates a rare and visually striking incident into one of the most unique pieces of memorabilia that a collector can acquire.

A range of digital assets, including email campaigns, social media content, and website banners was developed to support the promotion and sale of the collection.

Full art direction was led across the campaign, creating a cohesive visual style that combined a premium look and feel with the established colours and messaging of Mercedes-AMG Petronas Formula One Team. This ensured consistency across all platforms while effectively communicating the brand and product.

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