McLaren at The Quail
(Monterey Car Week), 2024
Art Direction, Graphic Design
Team: Czarnowski
Client: McLaren
Role: Senior Graphic Designer
Monterey Car Week, a premier automotive even in California, annually celebrating the world of luxury and classic automobiles. Featuring prestigious Pebble Beach Concours d’Elegance, and unveiling of exotic and high-performance vehicles to car enthusiasts, collectors and global industry leaders.
To honor McLaren’s storied legacy at Monterey Car Week 2024, the booth design bridges motorsport heritage with modern prestige. Inspired by McLaren’s historic Triple Crown victories and iconic race cars, the space features bold, aerodynamic forms and high-contrast palettes—evoking racetrack speed and vintage liveries through a contemporary lens.
Repeated linework in varying weights captures the energy of the track and a sense of motion throughout the space. This design direction was carried across large-scale display graphics, bespoke programming, and limited-edition merchandise at the exclusive Quail event—emphasizing legacy, outstanding performance, and creating an immersive brand atmosphere for guests to experience and enjoy.
To honor McLaren’s storied legacy at Monterey Car Week 2024, the booth design bridges motorsport heritage with modern prestige. Inspired by McLaren’s historic Triple Crown victories and iconic race cars, the space features bold, aerodynamic forms and high-contrast palettes—evoking racetrack speed and vintage liveries through a contemporary lens.
Repeated linework in varying weights captures the energy of the track and a sense of motion throughout the space. This design direction was carried across large-scale display graphics, bespoke programming, and limited-edition merchandise at the exclusive Quail event—emphasizing legacy, outstanding performance, and creating an immersive brand atmosphere for guests to experience and enjoy.
*Photo credits: Czarnowski & Driveline Studio