Client
F1® DRIVE
Location
London
Collaborators
Charcoalblue
Electrosonic
Sector
Location-Based Entertainment
Sports Venues & Arenas
Services Provided
Story
Creative Concepting & Experience Mapping
Narrative Development
Filmmaking & Animation
Design
Video & Animation Design
Immersive Media Design
Interaction & UX Design
Technology
AR/VR/XR & Interactive Software
Immersive Media & Projection Mapping
Delivery
Technical Direction & Production Management
Installation, Integration & Commissioning
Marketing Content
Situated beneath the iconic South Stand at Tottenham Hotspur Stadium, the largest club stadium in London, F1® DRIVE places visitors directly in the action. Custom electric karts, three-track layouts, and real-time race data combine to create a high-performance driving experience.
Journey, in collaboration with Charcoalblue Experience and Electrosonic, designed and delivered a fully integrated digital layer across the entire experience. From arrival through to the champions’ podium, we translated the F1® DRIVE brand into an ecosystem of immersive content and interactions. By integrating live race data into key touchpoints, we enhanced the customer journey and amplified the sense of competition throughout race day.
“A truly first-of-its-kind experience.”
– Todd Kline, Chief Commercial Officer, Tottenham Hotspur.
We developed a suite of digital outputs to support the experience, including branded animations, real-time data visualisation, and promotional content. Each element was designed to reinforce F1® DRIVE’s identity while adding to the narrative of the racing experience.
“The development of the cutting-edge track and kart design has been fantastic to see”
– Brandon Snow, Managing Director, Commercial at Formula 1.
Idents
F1® DRIVE is a fully interconnected experience, requiring consistency across branding, physical design, and technology.
We created a suite of digital idents, animations, and graphic elements to establish a clear visual language across all touchpoints, ensuring a cohesive experience from start to finish.
Race data
Working with data systems developed by Make Real, we translated complex race data into clear, engaging narrative moments.
Rather than overwhelming users, information is revealed progressively across the journey. From locker-room ticker displays and F&B menus to trackside screens that monitor real-time kart positions, league tables throughout the day, and podium celebrations, data becomes part of the dramaturgy, building anticipation and reinforcing competition in real time.
F1-powered storytelling
With direct alignment to the Formula 1 brand, we embedded proprietary race features into the digital experience.
Elements such as kart liveries, driver kits, DRS, and ERS systems were brought to life through media, allowing participants to engage with the mechanics and mythology of F1 in a tangible way.
Promotional material and point-of-sale data
Beyond the track, we developed immersive marketing content to support commercial performance.
This included large-scale projections across the stadium exterior, retail environments, and digital signage, alongside point-of-sale content designed to drive engagement, upsell, and deepen connection with the brand.
Beyond matchday
F1® DRIVE London redefines what a stadium can be. No longer a place defined by sports alone, it becomes a platform for intrepid teams and operators to create new dimensions of fan and community engagement, utilising neglected space, upselling stadium experiences, and keeping the place buzzing beyond the 90 minutes of gameday.