Heineken × F1 Immersive Racing Experience
Project Overview
Sponsored by Heineken, this F1-themed pop-up was designed around the concept “More than a race,” creating an immersive environment that fuses the energy of Formula 1 racing with Heineken’s brand culture.
The venue integrated track-inspired design elements, racing visuals, and interactive experiences to deliver a high-energy, shareable brand activation.
Design Highlights
Authentic Racing Atmosphere: Track gray as base color with accents of Heineken green, racing red, and dynamic blue. Replicated circuits, tires, and checkered flags create a lifelike racing environment.
F1 Classic Photo Zone: Replica race cars and large-scale brand installations paired with the signature “More than a race” ring setup create iconic photo opportunities.
Racing Experience Zone: Professional racing simulators allow visitors to experience F1 driving thrills firsthand.
Heineken Brand Experience Zone: Creative “fuel station” installation links beer with the concept of “power supply,” promoting classic Heineken and Heineken 0.0 while reinforcing the “Never drink and drive” message.
Merchandise & Culture Zone: F1 co-branded merchandise and limited-edition products highlight the brand’s collaboration with motorsport.
Project Outcome
The design successfully combined speed, excitement, and Heineken’s energy, delivering an engaging, immersive, and highly shareable brand event that reinforced product promotion and brand culture.
