Client
Round Room Studios, Formula 1
Location
Madrid, Toronto, London, Amsterdam, Vienna
Collaborators
Real Studios, Jam Creative Consultancy, Sysco Productions, Michael Grubb Studio, Coda 2 Coda, TRUE Staging
Sector
Cultural Institutions & Museums
Services Provided
Story
Narrative Development,
Filmmaking & Animation
Design
Immersive Media Design,
Experience Design
Challenge
Formula 1 captivates millions worldwide, yet few ever experience the visceral excitement of standing inches from the action. So, how do you convey the drama, speed, and technology of the world’s fastest sport? You put every visitor trackside.
Solution
Working alongside Round Room Studios and a team of industry-leading collaborators, Journey designed and delivered two key areas of the exhibition: Revolution by Design and The Pit Wall.
Tasked with bringing visitors closer to the heart of Formula 1, the team created immersive, narrative-led media for Revolution by Design and developed the full spatial and experiential design for the exhibition’s dramatic finale, The Pit Wall.
In Revolution by Design, large-scale motion graphics animate the pivotal technological innovations that have shaped the sport. Across expansive screens, visitors explore how breakthroughs in aerodynamics, materials, safety systems and hybrid power have continually redefined performance, pushing the boundaries of what is possible on the track.
“Curated with an energetic mix of drama, history and regalia, the immersive exhibition will entertain petrol-heads and novices alike.”
The Pit Wall is a five-minute adrenaline-fueled experience that immerses visitors in the intensity and strategic brilliance of Formula 1.
Drawing from the sport’s extensive film and video archives, audiences relive iconic race moments, such as Niki Lauda’s dramatic comeback at the Nürburgring and Ayrton Senna’s legendary laps at Monaco, interwoven with rapid-fire pit-stop sequences that showcase the split-second precision and teamwork of Formula 1 crews.
Blending sound, light, and video into a nail-biting crescendo, the room captures the passion, precision, and relentless pursuit of excellence synonymous with the sport.
The exhibition launched at IFEMA Madrid before captivating audiences in Toronto, London, Amsterdam, and Vienna. The innovative approach to storytelling didn’t just engage fans. It broke records.
With over half a million tickets sold and critical acclaim from both fans and the press, F1 The Exhibition became the highest-grossing and longest-running show in ExCeL London’s history.
This is a landmark cultural experience, redefining how global audiences engage with the world’s fastest sport.
“The ingenuity behind the exhibition’s layout, soundscapes and visual elements is spectacular”
Impact
#1
Highest-grossing and longest-running show at Excel London
500K+
Tickets sold across five cities
Winner
“Best Visitor Experience”, Access All Areas Awards 2024