By elevating the activation in 2026 to a two-storey experience, it allowed Ford to create a more immersive, high-impact environment that not only showcased its vehicles and racing pedigree, but also strengthened fan engagement, hospitality, and brand storytelling. In a competitive, premium environment like F1, scale directly signals relevance and ambition, and this presence reinforced Ford Racing’s momentum. 

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The Ford Racing activation delivered outstanding results across the Australian Grand Prix, achieving maximum presence and undeniable brand impact within a highly competitive environment. The two-storey build quickly became one of the most talked-about activations at the event, recognised for both its scale and the quality of its execution. Across all four days, the stand was consistently at capacity, drawing strong crowds and maintaining high levels of engagement from morning through to close, reinforcing Ford’s position as a leader in performance and fan experience.

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The concept centred around creating a bold, premium two-storey Ford Racing environment that brought performance, innovation and fan engagement together in one cohesive space. The design combined a strong architectural steel frame structure with high-impact branded cladding in Ford’s signature blue, complemented by large-scale signage, integrated LED lighting and open-plan viewing areas. Internally, the space featured a mix of automotive display platforms, interactive elements like racing simulators, and immersive graphic wall treatments using printed panels and tension fabrics. Materials were selected for both durability and finish, including steel, aluminium framing, vinyl wraps, mesh panels and gloss finishes, delivering a robust yet polished build that reflected Ford Racing’s performance DNA while standing up to high foot traffic across the event.