Lenovo and Formula 1 recently collaborated on a projection mapping event in London, illuminating the “Walkie-Talkie” building (20 Fenchurch Street) with custom F1 car designs.
This event, part of the “Race to Create” platform, celebrated the growing UK passion for Formula 1, particularly among women, according to a Lenovo press release. The projection featured liveries designed by F1 presenter Natalie Pinkham and a DJ.
In a world-first, Lenovo and Formula 1® lit up London’s ‘Walkie-Talkie’ building with full-scale projections of Brits’ custom F1 car designs through the new #RaceToCreate platform,
The event utilized a 4250 sq meter projection on the Fenchurch Building, according to AV Interactive. This was part of a larger initiative by Lenovo and Formula 1 to engage with fans and showcase the technology behind the sport. The event also included a Lenovo pop-up in Covent Garden with a full-motion sim racing experience.
According to Formula 1, 16.7m Brits identify as F1 fans, almost 25% of the population, of which 41% are now women.
The sport is also capturing the attention of younger audiences, with 42% globally being under-35, a leap of 11 percentage points in the last seven years.
Additionally, official research from Formula 1 and Motorsport Network found that 61% of surveyed fans interact with F1 content every day, from social media to YouTube and Twitch – a sign of always-on engagement.
Louise Forbes, Head of Consumer Marketing at Lenovo UK and Ireland, commented: “We’re thrilled to unveil a world-first AI-driven projection experience on the iconic Fenchurch Building – bringing cutting-edge technology and bold creativity to the heart of London and igniting a new era of immersive marketing.
“At Lenovo, we’re constantly pushing the boundaries of what’s possible, and partnering with Formula 1 is the perfect showcase for that spirit of innovation.”
Image: Lenovo
