ADI create visual spectacular as Formula E returns to London

To mark a triumphant return to London, and the world’s first indoor-outdoor motorsport race, ADI delivered a unique visual experience that transformed the ExCeL for the 2021 Heineken London E-Prix.

Creative applications in LED and video featured across the venue, resulting in stylish sports presentation and a high-octane fan experience during the fully charged double-header.


Having first conceptualised ideas for Formula E London two years ago, ADI designed a huge modular set with over 100sqm of 3mm LED to create a show-stopping digital centrepiece. Over both race days the bespoke LED staging hosted live performances by Raye, TV presentation and podium celebrations, with the integration of multiple displays and content zones for re-active video and fan-rousing messaging. 

36sqm modular LED screens to stage left and right delivered excellent coverage for fans inside the ExCeL, while outdoor spectators had huge iCONIC 60C mobile LED displays facing their grandstands.

Other bespoke digital elements included an LED gantry over the finish line to flag race winners and promote headline partners – as previously seen at the Diriyah and New York E-Prix’s – in addition to a super wide LED display in a camera-facing trackside position for Saudia Airlines.

ADI’s market-exclusive iCONIC H unit also featured inside the ExCeL to create a hub for trackside staff and VIP’s, with BMW’s latest electric fleet on display outside.

Complimenting the cutting-edge LED, ADI produced a wide variety of graphical and cinematic 4k video assets that amplified Formula E values, partner brand activation and enhanced live entertainment and music performances. The team were also on-site to operate the centralised podium LED screens, managing feeds from the Formula E galleries and host broadcaster.

“Nearly two years ago our team began developing some unique concepts for Formula E London, so it was exciting to finally bring these to life, especially the dazzling showpiece podium staging. We’ve worked closely with Formula E to introduce lots of creative digital elements across Season 7, with ADI not only managing the custom LED hardware and live operation, but designing content-driven experiences and high impact, emotive video that inspires fans both at the E-Prix and watching remotely. “

Partner for global event production

ADI have supported Formula E since their first race in London at Battersea Park in 2015, and have gone on to become a trusted provider to the Championship across event production, LED screen technology and content design on an international scale.

“As we return to London, it’s great to look back and see how ADI have grown with Formula E since the 2015 E-Prix in Battersea Park. They’ve been on the journey with us, and both parties have continued pushing boundaries and brought plenty of innovation to the table. ADI’s forward-thinking and agile team now play a major part in our presentation and technical production worldwide, and support us in creating one of the best live experiences in global spectator sport.”


Photos courtesy of Harry Elliott Photography, the ABB FIA Formula E Championship and ADI


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