Legacy Lens

Hospitality guests expected more from the Paddock Club. More emotion, more connection, more to take away. F1 needed a fresh, premium interaction that went beyond the traditional trophy photo and delivered genuine cultural value. So we created Legacy Lens, an immersive journey through the sport’s iconic eras that elevated a static moment into a lifestyle-led experience with lasting impact.

Legacy Lens transformed the Paddock Club’s step-and-repeat photo op into an immersive installation celebrating F1’s heritage. Guests selected their favourite decade, moving through rooms designed around defining eras complete with soundscapes, cultural cues and era-specific styling.

The journey ended beside the championship trophy for printed and digital photos, followed by a lifestyle vending machine offering surprise accessory packs and carabiners to extend the moment beyond race day.

Debuting in Austin, Mexico and Abu Dhabi, its modular design enabled the experience to scale across the F1 calendar and is now set to expand to more races next season following overwhelmingly positive feedback.