SILVERSTONE
RECORD LED SCREEN & SPORTS PRESENTATION SOLUTIONS FOR ICONIC MOTORSPORT CIRCUIT
Aim:
Silverstone Circuit is the home of the Formula 1® British Grand Prix and a host of popular motorsport events including the MotoGP and Silverstone Festival. Each occasion requires a distinct circuit-wide solution in large LED screens and digital signage, event presentation and video distribution, to ensure ticket-holders enjoy a first-class experience.
Silverstone chose ADI as official provider in 2015, with the famous circuit looking to upgrade their event LED provision and supporting infrastructure, and transform the circuit’s delivery of live events.
The scale and capacity of Silverstone’s main fixtures has grown dramatically, especially the Formula 1 Aramco British Grand Prix, which hosted 480,000 spectators in 2023. This means there is a requirement for the event to be bigger and better each year, with ADI on-hand to deliver innovative new concepts and site-wide solutions that elevate the fan experience for the future.
Services:
Consultancy
Event Digital Signage
HD Video Distribution
Content Creation
Content Play-out
Mobile LED Screens
Modular LED Screens
Sports Presentation
Structures
Social Media Solutions
Project Management
Visualisation
Silverstone Circuit, UK
Enhancing the Circuit Experience
ADI are unique in providing Silverstone Circuit with an unrivalled range of event LED solutions, under-pinned by exceptional project management and technical delivery. Screens for image magnification, real-time data, interactivity and wayfinding are vital elements to the spectator journey, and in providing effective promotional platforms for event partners.
The sheer size and scale of our iCONIC mobile LED screen fleet – not to mention our stock of modular products – provides Silverstone with consistency across quality, design and operation, not to mention enhanced contingency. The giant iCONIC 100s and the exclusive iCONIC 120SW offering unrivalled live coverage at popular spots, including Club Corner, Becketts and Stowe, while a host of unique, modular screens featured on Silverstone Wing and Hangar Straight, amongst other locations.
Enhancing the circuit experience further, were bespoke modular LED structures, such as large format screens for hospitality suites and digital totems for wayfinding and sponsor activation. We also installed fine pitch screens as ‘Selfie walls’ in hospitality areas, to enable fans to take pictures with their favourite driver of choice.
With Silverstone welcoming a record 480,000 fans this year it was vital that we had the event infrastructure to support a seamless live experience for them all. ADI delivered a huge uplift in LED screens and digital totems, but their design and management of a new video distribution network meant we could tailor communications and live updates across different areas of our vast site. These digital touchpoints are essential for managing such large crowds and providing a constant source of infotainment that adds huge value to their Silverstone experience.
Designing The Driver’s Inn Stage
With Silverstone’s vision to elevate the level of entertainment and create a more festival-type atmosphere, we conceptualised the Driver’s Inn Stage, which was located on the outside of Copse Corner.
As well as designing and managing The Driver’s Inn Stage, we also delivered a live show and entertainment programme over the four days from this location, with in-vision hosts, live music performances, and exclusive content for fans.
Elevating Silverstone with Live Event Programming
The exclusive content shown at The Driver’s Inn included Tech Talks and live podcasts such as Greg James’ popular, ‘The Fast and the Curious’ podcast. As well as this, F1 fans could also enjoy the Piing Prix mobile gaming, DJ sets, competitions, and insights from F1 teams and Women in Motorsport, amongst others.
The shows taking place at The Driver’s Inn Stage were filmed and distributed to our screens across the whole site, meaning F1 fans could be immersed in the entertainment taking place in different areas wherever they were at the circuit. ADI’s content teams worked from our brand new iCONIC X expandable unit, which offered a unique and flexible live production gallery on-site.
We had a vision to achieve a new level of entertainment at this year’s British Grand Prix that would help us attract and retain new audiences of F1 fans, but do it in a way that’s distinct and unique to Silverstone. ADI were able to conceptualise and deliver a brand-new stage area called the Driver's Inn that proved extremely popular and added to the festival atmosphere. The team also created an energetic and engaging host-led programme that was distributed to screens right across the circuit, enhancing that level of interaction and insight for fans.
Content to Keep Fans Engaged & Informed
For the Formula 1 Aramco British Grand Prix 2023, our Studios Division created over 250 hours of engaging content to be used across the four days. Practical information was created, such as timetables, wayfinding information and dynamic driver profiles to suit the different sized LED screens, as well as live graphics and hype video to create atmosphere, supported by bespoke audio playlists.
ADI also installed and operated a site-wide content distribution network, supporting real-time communications and delivering vital race-day information across ten digital totems positioned at key locations. This brought a new flexibility for the client, with our team able to display content created on-the-fly to suit any changing situations and events on site. The digital totems also notified fans on stand capacity, gate closures and direction of traffic, which assisted with crowd management and shaping a positive race-day experience.
ADI continue to impress us with their ability to support Silverstone Circuit in growing and evolving the F1 experience for our fans. It was more than just delivering additional big screens, with additional connectivity and content as part of the solution. Over and above the logistics and technical infrastructure for the site, ADI understand the wider experience, the journey and the activations we want to deliver, and help us achieve them to a spectacular standard.
Outcome:
Silverstone can offer a far enhanced spectator experience to its ticket holders thanks to ADI’s solutions, alongside better activation for sponsors and brand partners. The new concepts for fan experience using sports presentation solutions have helped support the growth of this iconic event, delivering an incredible experience to nearly half a million fans.
Access to the newest and most innovative LED concepts, and digital site infrastructure via the ADI partnership, ensures Silverstone deliver motorsport fans with exhilarating and memorable trackside moments, across every area of the historic circuit.
