To promote T-Mobile’s sponsorship of the Las Vegas Grand Prix, the “uncarrier” wanted to create a one-of-a kind destination for race fans, tourists, and customers at its Signature Store on the Las Vegas Strip.
EWI designed, fabricated, and installed a store-wide F1 buildout of high-impact, experiential moments designed to spark excitement and engagement before, during and after the Grand Prix.
In the store’s front window, a life-size F1 racing simulator attracted customers from the street, drawing foot traffic into the store. The simulator featured a custom-made racecar shell painted in a one-off magenta and black T-Mobile livery.
The simulator allowed guests to “take the wheel” of an F1 car for a few laps around a Grand Prix track and win prizes.
Inside the store, F1-inspired signage welcomed visitors and helped customers navigate through the space’s two-story footprint.
On the store’s second floor, a miniature Las Vegas Grand Prix track provided customers with another engaging racing experience — boosting engagement and increasing dwell times.
Customers could take turns driving 5G-powered miniature F1 cars around a custom figure-8 track competing for the best time.
Every detail was carefully designed and fabricated, such as the miniature Las Vegas Skyline, to make customers feel like they were racing at the Las Vegas Grand Prix.
T-Mobile’s partnership with F1 spans multiple years, so longevity and reuse of properties was a chief consideration during the design and engineering phases of this project.
Timing demanded precise adherence to a strict timeline. Launch of the retail experience dovetailed with numerous other T-Mobile/F1 touchpoints and activations throughout the city.
T-Mobile was thrilled with the results. During race week, the T-Mobile Las Vegas Signature Store experienced a 173% year-over-year increase in customer engagements.
T-Mobile | F1 Racing Experience
To promote T-Mobile’s sponsorship of the Las Vegas Grand Prix, the “uncarrier” wanted to create a one-of-a kind destination for race fans, tourists, and customers at its Signature Store on the Las Vegas Strip.
EWI designed, fabricated, and installed a store-wide F1 buildout full of high-impact, experiential moments designed to spark excitement and engagement before, during and after the Grand Prix.
In the store’s front window, a life-size F1 racing simulator attracted customers from the street, drawing foot traffic into the store. The simulator featured a custom-made racecar shell painted in a one-off magenta and black T-Mobile livery.
The simulator allowed guests to “take the wheel” of an F1 car for a few laps around a Grand Prix track and win prizes.
Inside the store, F1-inspired signage welcomed visitors and helped customers navigate through the space’s two-story footprint.
On the store’s second floor, a miniature Las Vegas Grand Prix track provided customers with another engaging racing experience — boosting engagement and increasing dwell times.
Customers could take turns driving 5G-powered miniature F1 cars around a custom figure-8 track competing for the best time.
Every detail was carefully designed and fabricated, such as the miniature Las Vegas Skyline, to make customers feel like they were racing at the Las Vegas Grand Prix.
T-Mobile’s partnership with F1 spans multiple years, so longevity and reuse of properties was a chief consideration during the design and engineering phases of this project.
Timing demanded precise adherence to a strict timeline. Launch of the retail experience dovetailed with numerous other T-Mobile/F1 touchpoints and activations throughout the city.
T-Mobile was thrilled with the results. During race week, the T-Mobile Las Vegas Signature Store experienced a 173% year-over-year increase in customer engagements.