2023 marked the inaugural year Formula 1 took place in Las Vegas. The hotels and resorts the lined the track all needed an exclusive space where spectators could obtain a VIP viewing experience, complete with food, drinks, live entertainment and an immersive unique Formula 1 experience.
This project was created for the Hilton Grand Vacations Elara Resort. The spectator area was a two story Clubhouse that faced the track. The top level was themed Winners Circle and the first level was the Design Studio. The building itself was also skinned with a design and included projection mapping along the roofline.
Client: Hilton Grand Vacations + Formula 1 Racing
Theme: Formula 1
Role: Creative Director, Designer, Illustrator, Animator
Design Studio
This space went through a few different iterations before landing on the final design concept included below. The Design Studio was intended to take guests into the heart of a Formula 1 R&D lab complete with concept sketches, schematics, renders and performance simulations.
Display Concepts
Simulation Motion Graphics
Screens were placed throughout the space and displayed a performance testing simulation of a modern Formula One racing car.
Clubhouse Projection
The roofline of the HGV Clubhouse allowed for excellent visibility for both spectators and media coverage of the event. To enhance the experience, we opted to use a custom animated projection-mapped video loop to promote the brand and enhance the overall experience.