With 300,000 F1 fans in Vegas and brands spending big, we owned the weekend by proving that MGM gets the F1 and its fans.

We democratized a cult favorite victory celebration in which a driver drinks from a racing shoe. We sold 3,000 custom, numbered, drink-safe, racing shoes from an immersive, reflective, lenticular, custom bar set above the track. Branding was bold, dynamic. Each surface and design element down to merchandise and shoe boxes used highly-reflective paints, inks, and materials. The bar and its neon sign were visible from hotels, grandstands, even TV helicopters. Lines were long, celebs dropped by, and Shoey stole the thunder all weekend.
MGM Resorts / McCann NY

Architect: Merica May Jensen
Build: ASHBA Las Vegas