T‑Mobile at the Las Vegas Grand Prix
- Brand Activation
- Formula 1 Stage
- Immersive Experience
The T-Mobile F1 Experience brought together nearly 300 media and influencers for an immersive multi-environment activation that transformed an ARIA Resort ballroom into a fully-realized F1 garage, racing keynote venue, and after-party club in under five weeks. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Consumer, Media, Influencers, Employees
- Attendance
- 300
- Location
- Las Vegas, NV
- Format
- Live with Broadcast
Services
- Experiential
- Production
- Set Design
- A/V
- Strategy
- Creative
- Content
F1 Entrance Experience
In just under five weeks, and alongside our clients on the T-Mobile Events team and T-Studios team, we transformed a ballroom at the ARIA resort into an entirely immersive F1 garage, racing keynote environment, and club venue for an electric mix of media and influencers.
Our T-Mobile F1 garage entrance experience used printed graphics to create an ultra-realistic, fully immersive, true to life garage environment that had to be seen to be believed. It contained a fully-custom McLaren F1 car enshrouded in lightning fast motion graphics, fridges full of energy drinks, a live DJ performance, and enough magenta power tools to make a pit crew jealous... and that was JUST the starting line.
Watch the filmOff to the Races
Our keynote environment featured massive magenta-paned garage doors dramatically raised to reveal a jaw-dropping branded fog portal, and attendees stopped in their tracks seeing a space designed to make them not only feel like they were at a race, but that they were in the middle of one. Not a conference seat to be seen here; we had grandstands and T-Mobile-branded racing seats, fully-enveloped with more than 1,800 sq. ft. of LED surface. This was the perfect canvas for T-Mobile’s new CEO Srini Gopalan and Chief Business & Product Officer Mike Katz to share T-Mobile's industry-shaking plan to accelerate the carrier switching process for new customers to under 15-minutes.
""I've said it a hundred times and will keep saying it - we could not deliver what we deliver without you! You know us well and jump through hoops to deliver some of the most gorgeous events I've ever been a part of in my career. We are so lucky to be working with you!""
Senior Manager, Events
An Electric Finish
As fast as a pit lane switch, the audience was swiftly whisked into a buzzing Club environment, where a whole world of high-energy surprises and experiences awaited them. Demo areas with the hottest new devices, larger than life AI photo booth, custom gifting stations, and unique food and drinks delighted guests, set to the perfect DJ mix by Brandi Cyrus. To top it all off, T-Pain took the stage for a surprise performance and the crowd went wild - even Paris Hilton was in the groove and yes, Club Magenta was HOT.
We couldn't be more revved up about this incredible event and our longstanding partnership with T-Mobile. And of course we’re so proud of our dream team that brought home the silver Ex Award for best influencer program.