Williams Martini Racing - 40th Anniversary of racing celebration

The Department, The World’s First immersive Agency, is collaborating with Haymarket on an interactive entertainment experience at Europe’s largest motorsport show, Autosport International, at the NEC Birmingham. Autosport International features some of the world’s fastest, most iconic cars with the latest technology and innovations.

With Williams’ marking their 40th anniversary, NEC visitors can expect an immersive and interactive centerpiece experience which celebrates four decades of Britain’s most successful Formula One team. Claire Williams, deputy team principal of Williams Martini Racing, is confirmed to attend Autosport International on Sunday 15th January. Claire Williams will be taking to the Autosport Stage on the final day of the event to discuss the 2016 season, what’s next for Williams and the future of F1.

Williams’ cars, drivers, team members, Williams Advanced Engineering and Williams Heritage will all be celebrated at Autosport International. The Department has concepted an immersive Williams Martini Racing stand, where VIP visitors attending Autosport International will be taken on a journey commencing in 1977 at a replica F1 Pit garage built to the original specification and designed by Haymarket. Using professional actors, precise historical references, costumes, audio and the latest technologies, The Department will take VIPs on a metaphorical and physical journey through from a 1977 Williams garage through to a recreation of the current Williams garage interior.

Visitors to the experience will enter a replica 1977 garage before being invited to put on an iconic Williams racing suit and headphones, and ride with a driver through 40 years of history of Williams Martini racing presented through sophisticated sound design. An immersive wall projection with an audio scape narrated by Matt Hill, will create a multi- sensory experience.

Performance Data

Tickets for the experience sold out within 1 hour.

1,200 fans passed through the immersive installation during the show.

Full historical journey from 1977 to 2017: recreated classic F1 garage, vintage suits, archival footage, multi-screen visual/audio storytelling