Disguise is helping put you in the driver’s seat in a new, immersive racing venue. F1 Arcade—the world’s first official experiential hospitality brand dedicated to Formula 1—and Disguise deliver F1 Box, a thrilling new racing simulator experience in Westfield Stratford City shopping center.
[Inspiration for Immersive Experiences in Three Environments]
Designed to fully immerse fans in the authentic feel of a real Formula 1 race, F1 Box includes 12 full-motion racing simulators complete with audiovisual commentary and 4K screens for gameplay. Powered by and controlled through Disguise, an LED wall and reactive LED lighting on the racing simulators and floor-to-ceiling arches add a dramatic edge to the racing showdown, where players can compete in two twenty-minute, back-to-back races before celebrating wins with real-time leaderboard content developed by Disguise.
“In today’s world, experience is everything, and audiences are looking for activations that offer full immersion from all angles,” said Alexandra Coulson, VP of marketing at Disguise. “With perfectly synced LED visuals, dramatic lighting and thundering audio, F1 Box puts visitors at the heart of the action, making them really feel like they are right there on the track. Disguise is the perfect solution for anyone looking to bring next-gen immersive experiences to life for fans, and we’re thrilled to have worked with F1 Box on this exciting new format.”
To bring the experience to life, Disguise’s technical services team began by using the 3D visualizer in Disguise’s Designer software to create a real-time, pixel-accurate representation of the entire space, including visuals, lighting, leaderboard and simulators. This visualization was sent directly to F1 Box stakeholders for approval, saving days by streamlining the process and ensuring the creative vision was met in pre-production. Quick changes could then be implemented in Designer before the team even arrived on site, helping to reduce the production timeline even further.
Read more at: AV Network