Mercedes Petronas Formula One Team

British Grand Prix, Silverstone

I created a customer journey for Mercedes Petronas to greet their guests, provide fine dining, entertain and offer soft seating to watch the race from the roof terrace. There was a meet & greet area for Lewis Hamilton and Valtteri Bottas and interactive engagements to keep VIP guests happy throughout race day. I named and branded the space 'Stowe 300', as it’s located on the inside of Stowe corner, where the cars reach 300kph.

One engagement was the Virtual Reality pit stop experience, which I conceived to give guests an insight into the high pressure world of the Formula One pit lane. Within the experience, they were called on to join the pit crew and change a tyre during a virtual race, receiving a score for speed and accuracy. We also ran two e-sports simulators, so guests could drive a lap of Silverstone and set a competitive time.


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