London’s Walkie Talkie building was lit up with a stunning projection of 35 bespoke F1 car liveries on Tuesday night, with the spectacular display attracting attention across the capital
The projection could be seen from the other side of the Thames(Image: PinPep)
London’s iconic Walkie Talkie building has been transformed with a stunning projection display – celebrating the nation’s growing love for Formula 1. The spectacular visuals featured 35 custom F1 car liveries, including four crafted by celebrities such as presenter Natalie Pinkham, Pussycat Doll Ashley Roberts, dancer Nadiya Bychkova, and broadcaster Roman Kemp.
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. The data also showed a significant surge in female viewership of the sport, with women now making up 41 percent of UK fans.
Ashley Roberts shows off her livery design(Image: PinPep)
Interestingly, the study also revealed that F1 is increasingly attracting younger audiences. Now, 42 percent of fans are under 35, a figure that has risen by 11 percentage points in the past seven years.
The projection was brought to life in collaboration with sponsor Lenovo, showcasing the fusion of sport, creativity, and cutting-edge technology.
The large projection covered over 4000 meters (Image: PinPep)
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.”
Roman Kemp and Natalie Pinkham were spotted at Gong on Friday night for an exclusive evening with Lenovo and F1(Image: PinPep)
It follows a record-breaking influx of 500,000 enthusiasts at Silverstone earlier this month to witness 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.
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 percent of fans interact with F1 content daily – getting their fix via social media, YouTube, and Twitch.
Seven in ten cite the high performance and precision of the sport as key reasons they identify as fans.
In a bid to further engage fans, Lenovo has unveiled its #RaceToCreate web app, powered by Intel. This allows users to craft their very own F1 car livery – from colours and patterns to personalised touches.