F1 Spanish Grand Prix
- Client
- Fever + Rabieta
- Category
- Creative direction
- Location
- Madring circuit, Madrid
- Role
- Luis Gonzaga, CCO of Rabieta, as Executive Creative Director
- Disciplines
- Creative direction, storytelling, temporary architecture, graphic design and experience
Formula 1 returns to Madrid, and Madrid takes to the track.
For Fever, we took on the creative direction of the Spanish Grand Prix at Madring: building from scratch how Madrid would feel around the circuit. Luis Gonzaga, CCO of Rabieta, led the project as Executive Creative Director, heading the creative and design team.
It all started with the story. We took Madrid’s most iconic elements, its arches, its façades, its monumental gates, the chotis and the chulapos, and turned them into a story you walk through: from the city to the circuit, “De Madring al cielo”.
To make that story possible at this scale, we created a construction language with just the right level of abstraction. Large planes of colour, arches and silhouettes that evoke Madrid without copying it, designed to go up with scaffolding and fabric within real build schedules.
The result is a one-off experience: huge grandstands facing the track, a fan zone full of life, the city turned into a stage set, and thousands of people living Formula 1 as Madrid had never lived it before.
