Walking on water
Rather than limiting itself to the
urban track, Audi will invest in the entire city. The centerpiece of
this strategy: “Afloat”, a floating structure installed on
the Yarra River, which will serve as public headquarters during the
race week. Open from Thursday, this pavilion will welcome
fans with broadcasts of track sessions, immersion in
Audi’s design history, and a spotlight on the
engineering work carried out in Hinwil.
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Visitors will be able to
get close to an R26 show car, displayed alongside a monument
of Audi Sport history: the legendary
Audi R8 LMP in “Crocodile” livery, winner of the “Race
of a Thousand Years” in Adelaide in 2000.
A large-scale activation
week
Driving simulators,
a 180° immersive cinema experience via Apple Vision Pro and
installations inspired by a control center will bring the
public closer to the technology and precision that structure the
German-Swiss manufacturer’s F1 project.
On a more
lifestyle note,
Nico Hülkenberg and
Gabriel Bortoleto have each designed their signature
sandwich in collaboration with Nico’s Deli, a local culinary
institution. Audi will also partner with Axil Coffee Roasters with
co-branded experiences in 16 establishments across the city.
An assertive image
strategy
Stefano Battiston, Chief
Commercial Officer of Audi F1, explains the philosophy behind
this offensive: “Our entry into F1 is not
only about the competition on the track. It is also about the way
we present ourselves as a brand. Melbourne is one of the
great F1 cities, and for our first race, we
wanted to create something open, accessible, and
culturally connected.”
“By creating a landmark
venue at Afloat and integrating ourselves into the city through
gastronomy, coffee, sport, and music, we are transforming the
race week into a shared experience and bringing the
sport closer to people and communities.”
Cultural dimension
“Melbourne is the first
of a series of urban platforms that we will activate throughout
the season to present Audi F1 to new audiences
around the world, the commercial manager further indicates.
Formula 1 is a global cultural stage, and we
intend to appear there in a consistent, creative, and
connected way to the cities we visit.”
With this strategy, Audi clearly displays
its ambitions: not just to enter Formula 1, but
to immediately establish itself as a global player blending competition,
technology, and large-scale cultural activation.
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