Iconic London landmark is transformed with projections of celeb-designed cars to mark nation's growing love of Formula 1

Scottish Sun

14 hours ago

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TOP FORM Iconic London landmark is transformed with projections of celeb-designed cars to mark nation's growing love of Formula 1
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AN ICONIC London landmark has been transformed with projections of celebrity-designed motors to mark the nation's growing love of Formula 1.
London's impressive Walkie Talkie building has been transformed with a stunning projection display – celebrating the nation's growing love for Formula 1.
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An iconic London landmark has been transformed with projections of celebrity-designed motors
Credit: Matt Ben Stone
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The dramatic visuals showcased 35 bespoke F1 car liveries
Credit: Matt Ben Stone
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The striking projection spanned 4,250 square metres across the skyscraper
Credit: Matt Ben Stone
The dramatic visuals showcased 35 bespoke F1 car liveries, including four designed by famous faces such as presenter Natalie Pinkham, Pussycat Doll Ashley Roberts, dancer Nadiya Bychkova, and broadcaster Roman Kemp.
Lighting up the city skyline and stopping passers-by in their tracks, the striking projection spanned 4,250 square metres across the skyscraper.
The stunt marked research from Formula 1 revealing that 16.7 million Brits – almost a quarter of the population – now identify as F1 fans.
It also highlighted a significant rise in female viewership of the sport, with 41 per cent of UK fans now being women.
The same research revealed F1 is capturing the attention of younger audiences too – 42 per cent of fans are under 35, a figure that has risen by 11 percentage points in the past seven years.
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DJ Roman Kemp was among the celeb guests attending the event
Credit: Matt Ben Stone
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The impressive light display was visible from across the river
Credit: Matt Ben Stone
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Ballroom dancer Nadia Bychkova was spotted taking snaps at the glamorous event
Credit: Matt Ben Stone
The projection was created in partnership with sponsor Lenovo, showcasing the fusion of sport, creativity, and cutting-edge technology.
Louise Forbes from the tech company said: 'We're thrilled to unveil a world-first AI-driven projection experience on the iconic Fenchurch Building – bringing cutting-edge technology and bold creativity to the heart of London and igniting a new era of immersive marketing.
'We're constantly pushing the boundaries of what's possible and partnering with Formula 1 is the perfect showcase for that spirit of innovation.'
It comes after a record-breaking 500,000 fans descended on Silverstone earlier this month to catch the F1 action at the British Grand Prix.
The event is estimated to contribute significantly to the £12bn value Formula 1 adds to the UK economy.
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But it's not just at the races or on TV where the sport's following is growing.
Additional research by Formula 1 and Motorsport Network found 61 per cent of fans interact with F1 content daily – getting their fix via social media, YouTube, and Twitch.
And it's not just the race days they're tuning in for – 71 per cent say the high performance and precision of the sport are key reasons they consider themselves fans.
To help fans engage further, Lenovo has launched its #RaceToCreate web app, powered by Intel, allowing users to design their very own F1 car livery – from colours and patterns to personalised touches.
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The projection was created in partnership with sponsor Lenovo
Credit: Matt Ben Stone
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American singer Ashley Roberts posing at the event
Credit: Matt Ben Stone