London's Walkie Talkie building transformed with stunning F1 projection
London's famed Walkie Talkie building has been given a dazzling makeover with an impressive projection display, in honour of the nation's burgeoning passion for Formula 1. The spectacular visuals featured 35 custom F1 car liveries, including four created by well-known personalities such as presenter Natalie Pinkham, Pussycat Doll Ashley Roberts, dancer Nadiya Bychkova, and broadcaster Roman Kemp.
The eye-catching projection covered a whopping 4,250 square metres across the skyscraper. The stunt was in response to research from Formula 1 which revealed that around 16.7 million Brits – nearly a quarter of the population – now consider themselves big F1 fans.
It showed a significant increase in the number of female viewers of the sport, with women now making up 41 percent of UK fans.
The same study showed that F1 is attracting younger audiences as well – 42 percent of fans are under 35, a figure that has increased by 11 percentage points over the last seven years.
The projection was brought to life in collaboration with sponsor Lenovo, demonstrating the blend of sport, creativity, and state-of-the-art technology.
Louise Forbes from the tech firm expressed: "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."
This follows a record-breaking turnout of 500,000 fans at Silverstone earlier this month to witness the F1 spectacle at the British Grand Prix.
The event is believed to contribute significantly to the £12bn value that Formula 1 brings to the UK economy. However, the sport's popularity isn't just growing at the races or on television.
Additional research conducted by Formula 1 and Motorsport Network revealed that 61 percent of fans engage with F1 content daily – sourcing their fix through social media, YouTube, and Twitch.
And it's not just the race days they're tuning in for; 71 percent state that the high performance and precision of the sport are key reasons they identify as fans.
To further enhance fan engagement, Lenovo has introduced its #RaceToCreate web app, powered by Intel, which allows users to design their very own F1 car livery – from colours and patterns to personalised touches.
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Scottish Sun
an hour ago
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Iconic London landmark is transformed with projections of celeb-designed cars to mark nation's growing love of Formula 1
Scroll to see the impressive display of lights TOP FORM Iconic London landmark is transformed with projections of celeb-designed cars to mark nation's growing love of Formula 1 Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) 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. 9 An iconic London landmark has been transformed with projections of celebrity-designed motors Credit: Matt Ben Stone 9 The dramatic visuals showcased 35 bespoke F1 car liveries Credit: Matt Ben Stone 9 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. 9 DJ Roman Kemp was among the celeb guests attending the event Credit: Matt Ben Stone 9 The impressive light display was visible from across the river Credit: Matt Ben Stone 9 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. Inside Taycan Turbo GT Porsche that can hit 200mph as SunSport's Isabelle Barker is taken for a spin by Formula E safety car driver 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. 9 The projection was created in partnership with sponsor Lenovo Credit: Matt Ben Stone 9 American singer Ashley Roberts posing at the event Credit: Matt Ben Stone
The Sun
an hour ago
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