The pinnacle of electric motorsport, the Formula E Grand Prix, arrived in Saudi Arabia with the ambition to make a big impact. We partnered with the entertainment gurus at MDLBEAST to deliver an electric playground and fully charged after-race celebration at the Diriyah E-Prix marked by dazzling concerts performed by global music superstars.
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With record-breaking acceleration and a star-studded line-up, Formula E is in pole position in the race to a cleaner future. But motorsport is about more than cars on a circuit. To build the buzz and deliver the glamor, we helped MDLBEAST transform the historic desert grounds of the UNESCO World Heritage Site in Diriyah into Formula E Fan Zone, with star-studded performances and a thrilling trophy celebration.
Outside the fan zone, guests could explore the Allianz E-Village, view prototype automobiles, and check out the cars of tomorrow. There were a multitude of shopping and dining options, along with a plaza where attendees could relax and enjoy the experience.
Our team tackled project management and site operations, developed site designs and layouts, and built stages with sightlines for broadcast and content integration. We bolstered bandwidth and ensured that every health and safety precaution was taken as Omicron circled the globe. This multi-sensory experience was an electric start to the new Formula E season, with heart-racing immersive entertainment that kept fans and VIPs at the edge of their seats. Action-packed entertainment helped make the Formula E-Prix Diriyah truly electrifying - and our successful partnership with MDLBEAST and Formula E continues to deliver.
