- ADI provide over 1070sqm of LED, fibre connectivity, production services and content for the SABIC Formula E London E Prix at the ExCeL Centre in London Docklands
- The E Prix was a huge hit with fans and drivers with Antonio Felix Da Costa stating it was the “Best event in the history of Formula E…”
The London ExCeL setting was completely re-imagined for this event – with the unique indoor/outdoor racetrack snaking throughout the transformed venue, which also featured over 1070sqm of LED provided by ADI.
With the aim of making this event a showcase for ground-breaking Sports Presentation, preparation and planning for this event has been ongoing for the last six months, with ADI Studios team creating 3-D visualisations and concept videos to help the client imagine how the proposed LED transformation of the venue would look.
STAND-OUT LED, STRIKING CONTENT
ADI teams started deploying mobile and modular screens and putting connectivity into the Docklands venue over 10 days before the event, due to the bespoke nature of the LED configurations.
With fan zones and hospitality areas featuring multiple LED cubes and spheres hung from ceiling structures, curved screens, huge LED totems, plus gaming screens, a labyrinth of LED was created on which to present visitors to the event with multiple engagement touchpoints for infotainment and branding.
The ADI Studios team provided all the creative content for the Boss Emotion Club and Allianz E-Village fan zone screens, which included ambient eye-candy cityscapes, driver profiles, city icon animations, plus created 3-D content for the Gen-3 car launch.
The trackside featured multiple traditionally shaped mobile and modular screens and LED walls, including the iCONIC 120, the world’s largest mobile LED screen. ADI also installed an LED gantry for the start-finish line which featured reactive content provided by our studios team such as checkered flag, safety car or red flag animations.
The London signature podium is made up of several different LED screen structures in a variety of shapes; with a super-wide backdrop and pillars and strips of LED. It became a stage for entertainment such as Jax Jones, Nina Nesbitt and Mabel pre-race, and driver celebrations post-race – with ADI Studios creating content for both.
Exclusive videos were produced for all the artists performing, which combined Formula E branded messaging, weaved between sections music artist’s performance. Formula E is broadcast worldwide to a global audience, so it was imperative that the pre-race entertainment hit a high note, not only via tv broadcast to fans at home, but also to the crowds inside the venue.
NOT JUST A FAN ZONE
Making a debut in the Allianz E-village for this year was a centrepiece LED Cube, sphere and totem bespoke structure, which formed the central stage for fan entertainment and the backdrop to the Inaugural Innovation Summit – Change.Accelerated. LIVE on Friday 29th July, which brought together experts from across motorsport, sustainability, politics and education to provide insights on how tech leaders are pioneering sustainable innovation and human progress. This structure also provided a dramatic backdrop on which to present the next generation GEN 3 Formula E cars for next season.
Although traditionally shaped LED still has an importance place in sporting events for presenting live sporting feeds during racing, to make fans feel part of something really special, creatively shaped LED and bespoke content takes fan zones to another level; elevating pre and post-race entertainment and creating an exclusive environment, providing higher ticket-value to fans.
FINAL RACE OF THE SEASON
Formula E moves on to Seoul this weekend for the first time in the series’ history. Our Studios Team have been creating unique content for this special occasion, with ADI Live staff on site to manage the event. The content will be featured on multiple HD screens within the Boss Emotion Club and Allianz E-Village, including a super-wide screen, tunnel entrance and totems. We’ve also been creating exclusive animated content for the end of season Gala that will be shown using projections, helping to create a real party atmosphere to celebrate the winners.
The title fight is coming right down to the wire for the last race of the season and Formula E’s 100th race… Who will win the title for 2022?