Year
2023
Client
ROSHN GROUP
Category
CREATIVE CONCEPT
Product Duration
3 MONTHS
The project’s foundation was built on deep research into Saudi cultural architecture, with a specific focus on the Salmani style and its use of triangular geometry. Additional studies explored the symbolism of machinery and speed, benchmarking iconic Formula One design elements and industrial forms like bulldozers to craft a concept that merges force and elegance. The team also analyzed audience perception of national identity in design to ensure cultural relevance and emotional impact.
The vehicle was designed in line with the modern Salmani style, known for its emphasis on geometric patterns, particularly triangular forms. Every line and surface was intentionally shaped to reflect the elegance of heritage while pushing the boundaries of modern automotive design.
The car was brought to life through the collaboration of expert 3D designers and automotive specialists, dedicating over a thousand hours of work. The design was meticulously modeled to integrate the Salmani aesthetic with realistic detailing, resulting in a high-impact visual statement that ties speed, culture, and innovation into one bold creation.
The concept presents a unique fusion between a Formula One car and a bulldozer — a symbolic blend of speed and strength. This imaginative approach redefines conventional race car design, expressing power, resilience, and Saudi determination in a form never seen before.
