ABB Formula E - Case Study
Event space design
Scroll ↓
ABB Race Club
ABB VIP Race Club is a space dedicated to ABB customers who are invited to enjoy the race. In addition to the excitement of the race, we wanted to provide them with an outstanding space for entertainment, conversation, sustainability, and technology. By creating three different “rooms” inside the Race Suite, each with its own unique feeling and personality, we have created a versatile experience.
The space consists of Cloud Nine - a relaxing conference & meet up space, Jungle Boogie - a green lounge dedicated to entertainment, and ABB Race Space - a high-tech exhibition space dedicated to racing.
Cloud Nine
This area is dedicated to the exchange of thoughts, lectures and meetings. A relaxing and meditative zone is constructed using light-reflecting materials, creating an atmosphere of serenity and tranquility. This space is enhanced with water reflection projections and a captivating sustainable video wall, which can be enjoyed during Race Club activities.
Jungle Boogie
An entertainment zone designed to mimic a 'jungle' environment. The goal was to establish a comfortable space within a natural setting. It primarily features lush vegetation that fills the area and imparts a unique atmosphere, complemented by natural wood, warm neon lights, and a touch of metal and concrete. The jungle ambiance is enhanced by the sounds of singing birds, adding to the experience.
ABB Race Space
A race-themed exhibition experience where trophies and driver's equipment are presented, enveloped in red lights, glass, and black metal elements. This presentation is designed to emphasize the technological aspect and evoke the feeling of race excitement.
E-Village booth
The E-Village is the home of the ABB FIA Formula E Championship on race day - a dedicated area for fans and families to explore the world of all-electric street racing. It is where all the action outside the race takes place. Fans of all ages can discover and interact with innovative technologies from some of the world’s leading brands.
At ABB’s booth, visitors could learn about the brand through immersive experiences such as steering a robot with leap motion technology, discovering the technology behind e-mobility, and exploring smart homes through gaming.
Virtual Event Experience
Despite the challenges posed by the pandemic, we remained dedicated to providing an exciting experience for the ABB Formula E Community.
We created a virtual platform featuring distinct zones, such as ABB's sustainability area, a tech awareness room, a racing experience zone with a pit lane garage, and the chance for users to virtually drive a racecar.
ABB Garage booth
ABB is located at the heart of the race, right in the pit lane among the racing teams' garages. It's a place where energy accumulates, both emotionally and physically. "Energy" became the natural theme because the garage is situated in the energetic centre of the race, and ABB is the energy provider through charging.
ABB Space of Energy is an environment, where we showcase that ABB’s innovative potential comes from human energy - passion for creativity, care for the natural environment, and exchange of thoughts.
The space is divided into two sections:
Energy of Conversation is a ‘human space’, where all the ideas are born, and Energy of Innovation - is an ‘invention space’. Energy of Conversation acts as the heart of every idea and action.
Energy of Conversation is a space intended for social interaction - meetings, workshops, and lectures. Its modular nature allows the interior to be adapted to the needs of a given event.
Energy of Innovation is a space focused on showing ABB’s innovations with an emphasis on sustainability and benefit for people.
The primary attraction is a large LED screen on the front wall of the first room, displaying an animated film. The footage is frequently distorted by 'energy waves,' which are delicate, concentric circles originating from a circular screen in the adjacent room.
Responsibilities:
Project architecture
Concept development
Art and Creative Direction
Team:
Designers: Justyna Baytel, Mohammad Dorcheh, Dominika Fedko, Maria Gumulak, Gabriela Hukałowicz, Agnieszka Stawowczyk, Karolina Kłos, Marcin Krokosz, Jonatas Poltronieri, Magdalena Paleczna
3D Modeling: Gerard Mosquera, Andrzej Piechota, Jerzy Sulikowski, Tomasz Świerczyński, Dmytro Spliukhin
Motion Design: Anthony Blackhood, Tomasz Głodek, Artur Knapik, Weronika Kuc
Photographers: Joao Filipe, Germain Hazard, Adam Pretty
Agencies: TBA - E-village, Optimade - Race Club, Hidden - Virtual Event, WWP - Event branding, Pielle Italia -Teamwear, Innovation 1st - Merch, Brand Addition - Merch