Landsec has opened the doors on its ‘Below The Lights’ experiential concept at its Piccadilly Lights development in Central London.
The first event held at the venue is a fan zone for the Williams Formula One team ahead of the British Grand Prix, which offers visitors a range of different experiences.
Spread over three floors and with the capacity for more than 500 people, the experiential space will bring F1 fans “”unrivalled access to the sport and immerse audiences” in the world of Williams Racing through state-of-the-art lighting, sound systems and a series of large format Ultra HD digital displays for high-impact audio-visual experiences.
Visitors will also be able to “connect” with Williams Racing’s history through state-of-the-art Esports simulators, challenges and competitions, plus displays of memorabilia worn by championship-winning Williams Racing drivers. Fans can also purchase Williams Racing team merchandise, including an exclusive British Grand Prix collection.
Derek Manns, head of commercialisation at Landsec, said: “Below The Lights is a truly immersive space which enables consumers to actively engage with brands in a completely new way. We’re thrilled to work with Williams to host their UK fan zone in the one of the most well-known and highest footfall locations in the UK.”
Alex Albon, a racing driver for the Williams team, added: “I’m looking forward to being back in the UK for the team’s home race. The fan zone is at such an iconic location, sharing what makes Williams so special with those who can’t make it to Silverstone.”
Below The Lights is part of Landsec’s brand experience and customer engagement platform ‘Spotlight’, which encompasses brand event spaces, partnership collaborations, ambient and digital advertising media, as well as mid-mall retail spaces, across Landsec’s national retail portfolio.
