The ExCeL hosted the 2021 Heineken London E-Prix
UK - Event production specialists, ADI, delivered a visual experience that transformed the ExCeL for the 2021 Heineken London E-Prix. Creative applications in LED and video featured across the venue, resulting in stylish sports presentation and a high-octane fan experience during the fully charged double-header, that was also the world’s first indoor-outdoor motorsport race.
Having first conceptualised ideas for Formula E London two years ago, ADI designed a huge modular set with over 100m of 3mm LED to create a show-stopping digital centrepiece. Over both race days the bespoke LED staging hosted live performances by Raye, TV presentation and podium celebrations, with the integration of multiple displays and content zones for re-active video and fan-rousing messaging.
Modular LED screens to stage left and right delivered coverage for fans inside the ExCeL, while outdoor spectators had huge iCONIC 60C mobile LED displays facing their grandstands.
Other bespoke digital elements included an LED gantry over the finish line to flag race winners and promote headline partners – as previously seen at the Diriyah and New York E-Prix’s – in addition to a super wide LED display in a camera-facing trackside position for Saudia Airlines.
ADI’s iCONIC H unit also featured inside the ExCeL to create a hub for trackside staff and VIP’s, with BMW’s latest electric fleet on display outside.
Complimenting the cutting-edge LED, ADI produced a wide variety of graphical and cinematic 4K video assets that amplified Formula E values, partner brand activation and enhanced live entertainment and music performances. The team were also on-site to operate the centralised podium LED screens; managing feeds from the Formula E galleries and host broadcaster.
Mark Kimber, ADI’s Special Events Project Manager commented, “Nearly two years ago our team began developing concepts for Formula E London, so it was exciting to finally bring these to life, especially the dazzling showpiece podium staging. We’ve worked closely with Formula E to introduce lots of creative digital elements across Season 7, with ADI not only managing the custom LED hardware and live operation, but designing content-driven experiences and high impact, emotive video that inspires fans both at the E-Prix and watching remotely.”

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