William’s Autosport

What: Sellout Formula 1 Immersive Experience

Who: Williams Martini Autosport 

Where: Autosport International, NEC Birmingham 

The Numbers: Tickets sold out within 1 hour, 4 projections, 15 cast, 60 race suits, 1,200 participants. 

The Department created a fully immersive Formula experience to kick off the 40th anniversary celebrations at Autosport International, where Williams fans started at a 1977 Williams F1 garage, taken on a tour of four decades of the famous team to then emerge in a 2017 pit garage.

Tickets for The Williams Experience sold out within 1 hour, and 1,200 racing enthusiasts were taken on an audio and visual journey through 40 years of Williams Racing, created using archive footage of the history of Williams Racing, narrated by Williams Racing founder and legend Frank Williams, and Deputy Team Principal Claire Williams, who was a VIP guest at the Autosport stage on the final day of the event. Lucky visitors to one performance of the experience were thrilled when Lance Stroll joined the tour.  Stroll is the youngest F1 driver in history, and was recently confirmed as a Williams driver for 2017.

Using professional actors, precise historical references, costumes, immersive audio and the latest technologies, The Department took visitors to The Williams Experience on a journey through 4 decades of the most successful British Formula 1 team using sophisticated sound design, projection and audioscape, juxtaposed with Williams memorabilia including racing suits won by F1 legends including Keke Rosberg, and Jacques Villeneuve.