2025 Las Vegas
Grand Prix
An immersive F1 fan experience that brought speed, tech,
and interactive play to the Las Vegas strip.
Introduction
T-Mobile needed to dominate the conversation during the high-stakes Las Vegas Grand Prix by showcasing its ultra-fast 5G network. The challenge was to match the extreme intensity of F1 racing with a high-impact brand activation that could cut through the noise of the Strip. We had to move beyond traditional retail to create a tech-fueled destination that captured the speed and sophistication of the sport.
NRG engineered a multi-level immersive experience at the T-Mobile Signature Store, featuring next-gen racing simulators and a custom-built wind rig that replicated 120 mph straightaways. The activation focused on interactive technology, including a projection-mapped F1 car where guests designed personalized liveries in real-time. By blending precision-focused gameplay with tactile pit wall installations, we transformed the store into a high-performance fan zone.
The impact was a massive T-Mobile takeover that drove nonstop social buzz and thousands of in-person engagements across race weekend. By providing fans with shareable digital content and physical poster takeaways, we successfully translated technical 5G superiority into a tangible consumer experience. This strategic brand activation delivered measurable results on the biggest stage in motorsports, proving that T-Mobile is the ultimate partner for speed and connection.
What We Did
Super Fast Meets Super Fun
The Las Vegas Grand Prix returned for its third year, and T-Mobile was ready to make some noise—not just on the track, but in the hearts (and phones) of racing fans.
To match the intensity of the race, NRG designed a high-impact brand experience for the Signature Store that fused technology, fandom, and speed into one unforgettable footprint.
At the heart of the experience were multiple next-gen racing simulators that blurred the line between gaming and pro-level performance. Upstairs, we partnered with Lumen & Forge on the programming aspect and VX Design Solutions on the build to create a custom-built wind simulator rig that delivered the full-body thrill of 120 mph straightaways, complete with fast-paced lighting and racing sounds.
Downstairs, we brought back the precision-focused sim that challenged guests to master strategy and speed, offering real-time game play in a magenta covered livery.
Welcome to the Speed of Light
The visual centerpiece of the activation was a jaw-dropping interactive projection-mapped F1 replica car that doubled as a digital art experience.Â
Partnering again with Lumen & Forge on the development and lighting aspect, we brought a variety of design controls right into users’ hands.
Guests designed their own liveries on touchscreen stations, then watched their creations animate across the vehicle in real time, wrapping the car in personalized motion graphics.
Every design became a printed takeaway poster, turning each visit into a shareable, creative moment.
Lastly, NRG built a custom pit wall installation that mirrored the strategic intensity of race day. With authentic controls and integrated gameplay from the latest F1 video game, fans got a hands-on look at what it takes to command a team from trackside.
This wasn’t just a brand moment. It was an immersive T-Mobile takeover, built for the biggest stage in motorsports.
The Detail
- Custom-built immersive wind simulator with motion graphics
- Special designed projection mapping activation for an F1 replica created in just under 6 weeks
- Creator-ready photo and content zones
- Exclusive personalized giveaways during race week
- VIP meet-and-greets and guest appearances
The Impact
- 17,000+ impressions through the week
- 2,000+ unique engagements during race week.
- Average of 32 minutes dwell time in-store
- 1,000+ posters printed through the week
- 1,250 photos taken in “Feel The Speed” wind simulator
- Hundreds of social shares via TikTok, IG, and X
