2025 Las Vegas
Grand Prix
A Google Pixel & Gemini driven in-store experience.
Introduction
Google Pixel needed to cut through the sensory overload of the Las Vegas Grand Prix to showcase its advanced camera technology. The challenge was to engineer a high-impact store-in-store brand activation within the T-Mobile Signature Store during one of the city’s busiest weekends. We had to design a content-first pop-up that allowed fans to move beyond passive observation and engage directly with the device’s sophisticated AI features.
NRG produced a future-forward retail experience featuring a trio of interactive touchpoints tailored for racing fans and creators. From AI-powered photo editing to real-time coaching on capturing motion blur, each station turned the phone’s technical specs into hands-on storytelling moments. By integrating reactive lighting and audio that pulsed with guest interactions, we created an immersive playground that highlighted the product’s relevance in a high-performance environment.
The impact was a highly successful retail activation that delivered hundreds of hands-on demos and generated a massive stream of high-quality user-generated content. By seamlessly embedding the Google Pixel experience into a larger event footprint, we maximized audience engagement and deepened brand affinity. This strategic execution proved that even in a city built on spectacle, a well-crafted experiential marketing moment can capture the spotlight.
Creating Discovery
In a city built on spectacle, standing out during the Las Vegas Grand Prix is no small feat.
But Google Pixel did just that with a feature-forward brand experience embedded within the T-Mobile Signature Store activation.
NRG worked with the Google Pixel team to concept, design, and produce a pop-up that turned the phone’s most advanced features into hands-on storytelling moments, placing guests at the center of the race-day action.
The experience was sleek, intuitive, and built for creators. Guests were invited to test Pixel’s capabilities through a trio of immersive touchpoints…each tailored to the fast-paced, high-energy environment of the F1 weekend.
Nano Banana let fans explore AI-powered photo editing with uncanny precision, transforming mid-action shots into frame-worthy images. Camera Coach offered real-time guidance on capturing motion blur, framing, and lighting.
Experiencing Wonder
Gemini Live, an interactive AI assistant, helped guests dive deeper into F1 facts, Pixel features, and personalized recommendations, all by simply asking via prompts provided to the consumer.
Every element of the space was designed to be reactive – lighting, screens, and audio pulsed in sync with guest interactions, creating an immersive playground for tech lovers and racing fans alike. Staffed by trained brand ambassadors and seamlessly integrated into the T-Mobile footprint, the Google Pixel experience elevated the energy while driving home the phone’s relevance in a high-performance environment.
