Behind the scenes: Formula 1's F1 Live event

Behind the scenes: Formula 1's F1 Live event
Behind the scenes: Formula 1's F1 Live event

Last week in London F1 Live celebrated a new era of Formula 1, which brings fans closer to the action.

F1 Live, which took place on 12 July, invited guests to watch Formula 1 teams, drivers and cars alongside a host of live music acts and took the form of a live stage show in Trafalgar Square, as well as a car parade in Whitehall. The live event marked the first time in Formula 1 history that all 10 teams have come together outside of a race weekend to put on a show for the public.

The main element of F1 Live was the Live London Show and Parade – the biggest commercial show to take place in Trafalgar Square for a decade. Approximately 100,000 guests were in attendance for the experience, which was also broadcast globally on more than 30 channels.

Brand experience agency Velocity, part of the TBA group, worked with Formula 1 to deliver the event and took charge of logistics, management and set design. 

Sean Bratches, managing director of commercial operations at Formula 1, said: "F1 Live London is the most
striking example yet of Formula 1’s evolution this year. We feel there is no better way to celebrate the exciting season we have had so far than to have this landmark event in London on the eve of the British Grand Prix. This is all about giving our fans the opportunity to get closer to the teams, cars and drivers they love."

More: Martini and Airbnb team up to give Formula 1 fans the chance to spend the night in the Williams Martini Racing garage at the Silverstone Formula One track. 

Behind the brand: Renault's changing outlook on experiential

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