PROJECT INFO
  • Williams Martini F1 - slide 0
    Williams Martini F1

    Experiential Tour
  • Williams Martini F1 - slide 1
Williams Martini F1 - slide 1 Williams Martini F1 - slide 2

Williams Martini F1

Experiential Tour

The Halo Group specialises in creative structures. Martini Global and Exposure Promotions wanted to create a world-class creative structure to tour with sponsors Williams-Martini across the 2014 F1 circuit so they approached us for our knowledge and expertise.

The activation featured a Martini bar which formed an entertainment hub with live music and DJs spread across an exciting programme at each event. The structure also showcased the latest Williams F1 car, which took pride of place in the centre of the structure. The "IE Box" (immersive experience box) completed the activation, where guests could experience all the sensations of race day first hand.

Halo services provided...

Creative Structures

The Brief

In an open brief, our client wanted to create a world-class, ground breaking structure with a premium finish to house the activation. Our client wanted to move away from traditional structures so they enlisted the services of The Halo Group to create the design. Our brief also included constructing the end product on site which needed to be deliverable and precisely replicated at multiple international locations across Europe.

Creative Structures

The Solution

To achieve the end result, we utilised our modular steel build system. Our creative structures can be built to almost any design, configuration or layout. The system is completely unique and is made up of many different lengths of RSJ beams and connector bolts. Highly versatile, it allows our team more flexibility to create striking designs. For the Martini Williams structure we designed an unusual hexagonal shaped base which featured columns in a flowing formation around its perimeter, inspired by aerodynamics and air flow. Sound, lighting and AV equipment was incorporated into the design, attaching directly to the structures steel beams and thus eliminating the need for additional truss work. With its exceptional weight bearing properties, the structure was able to support the plinth with the F1 car positioned on top, the IE box, the bars and of course 100's of guests. To complete the look, a specialist stretch canopy was also installed by our roofing partner Intent Productions.

Creative Structures