F1 Paddock Club — Do&Co
Designing an immersive
Formula 1 experience inspired
by the energy of the race.
An immersive Formula 1 experience concept inspired by the energy, atmosphere, and spectacle of Las Vegas and Miami. Designed to enhance audience engagement through cinematic experiential storytelling.
Disciplines
The
Challenge
The Formula 1 Las Vegas and Miami project required an experience design approach that captured the scale, spectacle, and atmosphere of one of the sport's most anticipated global events.
The challenge was creating an environment that felt immersive and premium while reflecting the unique visual identity and cultural energy of Las Vegas. Every element needed to balance high-impact entertainment with a seamless audience journey, creating moments that felt exciting, connected, and visually memorable.
Alongside delivering a bold experiential concept, the project also needed to support brand storytelling, audience engagement, and the fast-paced energy associated with Formula 1.
The
Result
The final concept combined immersive experience design with cinematic visual storytelling, creating a high-energy environment inspired by movement, light, and atmosphere.
Through considered spatial design, bold visuals, and audience-focused interaction points, the experience successfully captured the excitement of Formula 1 while reinforcing the iconic entertainment culture of Las Vegas and Miami.
The result was a visually impactful and emotionally engaging concept designed to create memorable audience moments throughout the event experience.
