Event production specialist, ADI, delivered a visual experience last weekend that transformed ExCeL London 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 the Formula E London E-Prix two years ago, ADI designed a modular set with more than 100 square metres 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.
Thirty-six square metres of modular LED screens to stage left and right delivered coverage for fans inside 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 ExCeL to create a hub for trackside staff and VIP’s, with BMW’s latest electric fleet on display outside.
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 some unique 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. “
Image: Formula E