The dramatic visuals showcased 35 bespoke F1 car liveries, including four designed by famous faces such as presenter Natalie Pinkham, Pussycat Doll Ashley Roberts, dancer Nadiya Bychkova, and broadcaster Roman Kemp
London’s famed Walkie Talkie building has been given a dazzling makeover with an impressive projection display, in honour of the nation’s burgeoning passion for Formula 1. The spectacular visuals featured 35 custom F1 car liveries, including four created by well-known personalities such as presenter Natalie Pinkham, Pussycat Doll Ashley Roberts, dancer Nadiya Bychkova, and broadcaster Roman Kemp.
The eye-catching projection covered a whopping 4,250 square metres across the skyscraper. The stunt was in response to research from Formula 1 which revealed that around 16.7 million Brits – nearly a quarter of the population – now consider themselves big F1 fans.
It showed a significant increase in the number of female viewers of the sport, with women now making up 41 percent of UK fans.
The same study showed that F1 is attracting younger audiences as well – 42 percent of fans are under 35, a figure that has increased by 11 percentage points over the last seven years.
The projection was brought to life in collaboration with sponsor Lenovo, demonstrating the blend of sport, creativity, and state-of-the-art technology.
Louise Forbes from the tech firm expressed: “We’re thrilled to unveil a world-first AI-driven projection experience on the iconic Fenchurch Building – bringing cutting-edge technology and bold creativity to the heart of London and igniting a new era of immersive marketing.
“We’re constantly pushing the boundaries of what’s possible and partnering with Formula 1 is the perfect showcase for that spirit of innovation.”
This follows a record-breaking turnout of 500,000 fans at Silverstone earlier this month to witness the F1 spectacle at the British Grand Prix.
The event is believed to contribute significantly to the £12bn value that Formula 1 brings to the UK economy. However, the sport’s popularity isn’t just growing at the races or on television.
Additional research conducted by Formula 1 and Motorsport Network revealed that 61 percent of fans engage with F1 content daily – sourcing their fix through social media, YouTube, and Twitch.
And it’s not just the race days they’re tuning in for; 71 percent state that the high performance and precision of the sport are key reasons they identify as fans.
To further enhance fan engagement, Lenovo has introduced its #RaceToCreate web app, powered by Intel, which allows users to design their very own F1 car livery – from colours and patterns to personalised touches.