Mercedes BEnz/ VElocity

Riyadh KSA

Project VeloCity: A New Standard for Luxury, Mobility & Urban Life

Project VeloCity is a lifestyle destination concept originally developed by Hybrid1, in collaboration with MGMCT and Nvision Studio. Using mobility—and the automobile in particular—as a metaphor for societal and technological progress, VeloCity aims to create immersive, next-generation destinations that partner with governments, landowners, brands, OEMs, and other key stakeholders to deliver transformative experiences in major global markets. Each destination is tailored to reflect and celebrate the character of its local market while spotlighting its strategic brand partners.

VeloCity Riyadh is envisioned as a flagship live-work-play environment, uniquely showcasing the Kingdom of Saudi Arabia’s rapid transformation under Vision 2030 and Riyadh’s emergence as a world-class capital. Mercedes-Benz Group AG, with its distinguished legacy of innovation, design excellence, and leadership in the global luxury market, is the ideal partner to embody this vision within the Kingdom.

VeloCity will be a living showcase for the future of sustainability, mobility, hospitality, and luxury. At the heart of the destination is MBX – the Mercedes-Benz Experience—a fully immersive brand environment integrated with bespoke lodging, curated dining, high-end retail, entertainment, and wellness offerings. Across every facet, VeloCity expresses the evolving values of modern luxury: high-performance, sophistication, adventure, progressiveness, and celebration.

The project is being envisioned through the lens of Salmani architecture, expressing regional authenticity, dignity, and forward-looking cultural pride. Shown below are two distinct design schemes that interpret this vision through contemporary expressions of Salmani design.