ADI Help Transform ExCeL London for Season 9 Formula E Finale

We reveal how we helped transform the international exhibition and convention centre, ExCeL London, into a sleek race circuit and branded event space for the 2023 Hankook London E-Prix.

As the dust settles on what has been an exhilarating series of the ABB FIA Formula E World Championship, we look back on the final double-header races, where ADI delivered a staggering amount of LED displays, sports presentation and event production services.

ADI have supplied Formula E since 2015, and supported the world championship as an event partner internationally, with a growing range of services that evolve the live experience and brand activation, while driving innovation.

Here are our highlights from the event:

The Allianz Fan Village

The Allianz Fan Village featured a wide variety of content and entertainment driven experiences for ticket-holders, with a brand new stage area and interactive digital touch-points to engage fans during race day. LED totems welcomed spectators with Formula E messaging and dynamic driver profiles designed by our editors, while the new stage area, complete with 75sqm custom LED backdrop, hosted performances from event headliners, Ella Eyre and Tinie Tempah, with the ADI team operating the screens during all the live acts.

Our new iCONIC X was used as an on-site sports presentation gallery, which spectators were also able to look inside and see what goes on behind the scenes. Our team managed different event feeds inside the technical hub, such as the ‘fan cam’ and in-vision presentation team for broadcast across screens at ExCeL London, helping create a continuous live show for fans to enjoy. Meanwhile, our iCONIC H was used as the setting for the Accelerate Championship Grand Final, which is Formula E’s professional esports competition, as well as matching modular screens on the front of the Gaming Arena broadcasting live event feeds.

Boss Emotion Club

Across every E-Prix this season we’ve helped create a premium hospitality experience for Boss Emotion Club guests. Upon entry, visitors were greeted with a striking display consisting of a curved welcome screen and digital totem, featuring vibrant, branded graphics and atmospheric videos, which were created by our specialist editors.

Inside the Boss Emotion Club our huge cube consisting of four sides of LED made a show-stopping centre piece, alongside our custom, curved LED DJ Booth with synced creative playout. Both elements displayed branded Boss Emotion Club content and ambient video to create an immersive experience for hospitality visitors.

Podium Stage

Our podium stage consisted of a huge 60sqm LED backdrop with digital frontage and legs, as well as two 36sqm modular LED screens to stage left and right, which delivered excellent coverage for fans facing the podium in the grandstands. 

The dazzling LED staging was brought to life through emotive and engaging content produced by our team, such as Season 9 highlights and Driver chants, as well as essential race protocol and Driver interviews, with all play-out managed live by ADI from a front of house position. The digital podium also set the scene for a spectacular winner’s ceremony, which saw Nick Cassidy take the London E-Prix trophy and Jake Dennis win the World Championship title.

track-side Screens

A mixture of our award-winning mobile and modular LED screens were strategically positioned at indoor and outdoor areas of this unique circuit. In the South Hall we supplied four 28sqm modular LED displays and a number of iCONIC screens, including the world’s largest, highest resolution mobile LED displays, the iCONIC 120SW. Other bespoke digital elements included a 33sqm LED gantry over the finish line to flag race winners, promote headline partners and show re-active race content. 

The Hankook London E-Prix marked a spectacular finale to Formula E Season 9. This series of events has been a milestone for ADI as it’s our first full season delivering, not only a vast range of LED and creative content solutions, but also a technical sports presentation gallery that travels to every race in the calendar.

We’re immensely proud to be collaborating with Formula E for yet another year and being able to watch the Championship - and our service provision - evolve over the seasons. By constantly pushing the boundaries, experimenting with new solutions, and always looking at ways we can drive even more innovation, Formula E will continue to be groundbreaking for its in-venue fans and huge broadcast audiences across the world.”

Photos courtesy of Formula E 


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