Phoenix were engaged with a 5-week lead time to produce an immersive and impactful 10m x 10m activation, alongside an eagerly anticipated public media launch event on Thursday 30 March 2023 — which would ultimately form the setting of an interactive activation that helped launch the vehicle to the Australian public at the Formula 1 Rolex Australian Grand Prix 2023.

The 4-day activation included:

• Creating a dynamic ‘electrified’ space to launch the Ford Mustang Mach-E to the APAC market.
• Taking elements from the bespoke animation created for the launch, using materials that complemented the faceted outlines of the iconic Mustang pony logo.
• Enhancing the energised blue lines of the Ford animation through striking, simple and bold furniture statement pieces — a future focus for Ford.
• Waste and impact played a large part in our strategic approach to the 10x10m activation. To create impact, both visually and environmentally, we used a halo LED mesh screen that worked as both a cover and a reveal for the Ford Mustang Mach-E.
• Phoenix conceptualised and designed the structure, turning a 10x10m space on the iconic Legends Lane into an immersive Ford experience and the site for their national media launch event.
• The structure was completed with a halo-style LED mesh screen that covered the car pre-launch and was lifted to unveil the car.
• Produced an immersive space that became the centrepiece for generating international content for the launch of the Ford Mustang Mach-E.

A hugely successful launch event and unveiling — including Daniel Ricciardo as the main drawcard, officially unveiling the Mustang Mach-E. Followed by a money-can't-buy experience on the track.

The activation included:

• Press conference.
• In-conversation session facilitated by Elise Elliott (Journalist & TV/Radio Presenter), joined by Daniel Ricciardo and Andrew Birkic (President & CEO, Ford APAC).
• Interactive and audience engagement throughout.
• Supercar signing.
• The activation attracted approximately 1,200 visitors per hour, across the four days of the Australian Grand Prix.