CASE STUDY
F1 DRIVE – London
Experience F1 DRIVE – London, a karting experience like no other.
Project Details
F1 DRIVE – London delivers a karting experience like no other. Situated beneath the iconic South Stand of Tottenham Hotspur’s football stadium, the largest club stadium in London, F1 DRIVE – London puts you in the driver’s seat, testing your driving prowess with custom electric karts on three distinct track layouts.
Squint/Opera, in close collaboration with Charcoalblue Experience and Electrosonic, created a bespoke immersive layer for F1® DRIVE – London. Journey endeavoured to develop the F1® DRIVE brand into engaging content at digital touchpoints across the experience, integrating track and customer journey data to help enhance the user experience throughout race day.
Client
F1 DRIVE – London
Location
London
Sector
Museums & Attractions
Collaborators
Charcoalblue, Electrosonic, Coda to Coda
“We are thrilled with how the karting facility is taking shape and with the interest received”
– Todd Kline, Chief Commercial Officer, Tottenham Hotspur.
We created a suite of digital elements for F1 DRIVE – London, including: animated idents showcasing the brand’s strong identity, creative use of race data like lap times and positions to produce engaging storytelling content, and promotional and point-of-sale materials to help promote F1 DRIVE – London.
“The development of the cutting-edge track and kart design has been fantastic to see”
– Brandon Snow, Managing Director, Commercial at Formula 1.
Idents
F1® DRIVE London is a truly interconnected racing experience requiring continuity in aesthetics, branding, and technical aspects. Squint/Opera applied this continuity at digital touchpoints through a suite of branded, digital elements, including animations, logos and graphics, all helping to establish and reinforce the F1 DRIVE – London identity.
Race data
We extended the visual consistency of brand identity through intelligent data systems created by Make Real, displaying race data at strategic points throughout F1® DRIVE London.
Our role was to articulate and organise these complex data sets in a way that told a coherent story. So, we drip-fed data at key digital touchpoints, from ticker tapes in locker rooms to screens next to the F&B offer and at the race pit, to make it meaningful to the participants, building a story throughout.
F1-powered storytelling
Endorsed by the Formula 1 brand itself, we were able to leverage features unique to the F1® DRIVE London experience. This included kart livery, driver kit, Drag Reduction System (DRS), and Energy Recovery Systems (ERS) race technology in our media to champion their unique and evocative IP and to explore the F1® DRIVE world.
Promotional material and point-of-sale data
The final component focused on the marketing supporting upselling and the business side of the experience. We created dynamic content for advertising architecture, enormous AV screens on the Tottenham Hotspur’s football stadium exterior and in retail spaces.
We also helped articulate point-of-sale data to encourage purchases and further engagement with the F1 DRIVE – London brand.
