F1® DRIVE – Immersive Racing at Tottenham Hotspur Stadium
F1® DRIVE at Tottenham Hotspur Stadium is the world’s first immersive racing experience inside a football stadium, transforming an underutilised concourse space into a high-tech, interactive attraction. The experience extends beyond traditional gameday events, turning the stadium into an all-day, year-round destination.
Charcoalblue Experience worked alongside the client and design partners to create a layered, immersive environment that blends digital technology, brand IP, and interactive racing for fans of all ages and skill levels.
The Client’s Vision
Tottenham Hotspur Stadium sought to:
Activate surplus space with a unique, high-tech attraction
Engage fans beyond match days, providing an immersive, interactive experience
Deliver a luxury, premium feel aligned with F1® brand values
Offer customizable experiences and multiple engagement touchpoints
The project aimed to reimagine stadium spaces as destinations, extending fan engagement and creating new revenue opportunities while maintaining the prestige of both brands.
Key Challenges
Activating underused space: The stadium concourse was not previously leveraged for year-round fan experiences.
Integrating multiple technologies: Real-time race data, augmented reality cues, virtual race engineering, and immersive lighting needed to work seamlessly.
Balancing entertainment with brand experience: Ensuring the F1® DRIVE IP and Tottenham Hotspur identity were evident and consistent.
Creating a layered, high-tech experience for a wide audience: From casual visitors to avid racing fans, the experience needed to be intuitive, thrilling, and accessible.
Charcoalblue’s Approach
Charcoalblue led the experience design and visitor journey, working with partners to bring the project to life:
Experience & Journey Design
- Mapped the full pre-, during-, and post-visit fan journey, ensuring seamless, immersive engagement
- Designed interactive elements, including AR cues, virtual race engineer updates, and real-time race telemetry
- Created layered, custom experiences for different audience segments, from casual participants to competitive enthusiasts
Technology Integration
- Integrated immersive tech to enhance go-karting with digital overlays, lighting cues, and real-time race data
- Ensured technology supported multiple visitors simultaneously, with interactive leaderboards and in-app engagement
Branding & Merchandising
- Translated F1® brand IP into the physical and digital environment
- Developed on-demand merchandising and experience upgrades (simulators, VIP packages, exclusive F1® collectibles)
Commercial & Operational Strategy
- Positioned F1® DRIVE as a year-round, multi-use attraction, not limited to match days
- Designed flexible spaces to accommodate high traffic while maintaining a premium, high-tech feel
Outcome
Global first: The first fully immersive F1® racing experience inside a football stadium
Enhanced fan engagement: Thousands of visitors attracted on non-match days
Multi-sensory experience: Combines physical racing, digital overlays, and branded touchpoints
Award-winning design: Concourse Activation Award, 2024 Stadium Business Design & Development Awards
Revenue and brand uplift: Opened new monetization opportunities through immersive experiences, merch, and VIP packages
Key Takeaways
Stadiums can be year-round destinations, not just game-day venues
Combining immersive technology, IP, and experiential design drives higher engagement, deeper fan loyalty, and new revenue streams
Small details in the fan journey—pre-visit prep, interactive moments, post-event touchpoints—have a significant impact on visitor satisfaction and repeat visits
Strategic collaboration across creative, technical, and commercial teams is essential for successful immersive experiences
Photo by Pete Muller
Collaborators
- Electrosonic – audio-visual and technology integration
- Squint/Opera – immersive experience design and digital storytelling
- Samsung, Smart Monkeys Inc, Tripleplay, Zee Vee – technology and interactive support
Charcoalblue Experience’s expertise in visitor journey design, experience layering, and immersive storytelling was central to translating the F1® DRIVE concept into a high-impact, award-winning attraction.
Project Details
| Client | Tottenham Hotspur Stadium |
| Location | London, UK |
| Year | 2024 |
| Services | Experience Design & Strategy |
