A conference activation with a clear center of gravity.
RUBRIK FORWARD, LAS VEGAS: A full-size McLaren Formula 1 show car gave Rubrik’s racing partnership a physical presence on the conference floor. Space City Pro helped create the setting around it through lighting and LED screens, working closely with the scenic builder to integrate the LED into custom housings. The screens became part of the architecture of the display, framing the car and connecting it to the surrounding brand experience.
Formula 1 show car
with programmable LED
built around the display
and racing simulator
integrated with the scenic builder
The brief: create a clear visual anchor for the conference floor.
At Rubrik’s FORWARD conference in Las Vegas, a full-size McLaren Formula 1 show car sat on a mirror-finish plinth against a custom checkered-livery backdrop. A photo opportunity and racing simulator invited attendees to step into the partnership experience.
Space City Pro supported the lighting and LED screens, working closely with the scenic builder to integrate the screens into custom housings. That coordination made the LED part of the scenic design, helping frame the car within the larger display.
The show car needed to command attention. The environment needed to frame it.
The mirror-finish plinth reflected the McLaren beneath itself, while programmable LED traced the platform’s edge. Behind it, the checkered-livery wall carried the partnership’s racing identity into the ballroom.
The photo opportunity and racing simulator gave attendees two ways to join the scene: step into the frame or take a turn behind the wheel.
The partnership became a physical destination on the conference floor.
The McLaren drew attention; the setting invited people to stay. The mirrored plinth, lighting backdrop, photo opportunity, and racing simulator gave the partnership a presence attendees could step into.
Space City Pro contributed lighting support and LED screens, working closely with the scenic builder to integrate the screens into custom housings. That collaboration helped connect the technology to the physical design of the display.
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