Formula 1 Qatar Grand Prix 2025: A Complete Pre-Event Activation Across Doha
Client: Lusail International Circuit · Event: Formula 1 Qatar Airways Qatar Grand Prix 2025 · Delivered by: Artistic Business Solutions (ABS), the awarded event company
The brief
Lusail International Circuit wanted to build excitement across Qatar before race weekend, moving beyond posters and screens to experiences people could join, play and share. ABS was awarded the pre-event activation and delivered a complete, three-month programme built on four pillars, handling concept design, fabrication, VR and simulator technology, staffing, permits and on-site operations. Together the pillars reached 879 students and more than 23,000 visitors across Doha.
The four pillars
- Community activation: a tour of 10 schools and universities from 25 September 2025 that put VR, a pitstop challenge and a reaction wall in front of 879 students. Read the school tour case study.
- Mall activation: the Qatar GP Village at Place Vendôme, a 15 x 9 m fan village with racing simulators, VR stations, an AI hologram guide and a design-your-helmet station. It ran for 29 days and welcomed more than 8,500 visitors. Read the GP Village case study.
- City activation: ten giant 1.8 m helmet sculptures installed at landmark locations across Doha, including one at Lusail International Circuit. Read the helmet trail case study.
- Cultural activation: the QatarGP 360 Experience at Souq Waqif, an 8 m diameter LED theatre with a 51 sqm screen that blends Qatari tradition with Formula 1, hosted the official TV promo launch and welcomed more than 14,000 visitors. Read the 360 experience case study.
What made it work
- Fast redesign: when the village venue moved from the second floor to the ground floor, ABS redesigned the whole build within 24 hours.
- Power and operations planning for added screens, simulators and gaming PCs.
- Learning between sessions: better briefings, more ushers and a demo video lifted attendance at one university from 30 to 99.
- Cultural fit: the session at a girls’ school was delivered with an all-female team.
- Press reach: Gulf Times, Qatar Tribune, 974 Qatar, Marhaba Qatar and Kids Love Qatar covered the activations.
Planning an event or fan zone in Qatar or Oman?
ABS combines events, games and technology under one team: design, fabrication, VR, simulators, holograms, LED, staffing and permits. Explore Smart Spaces and Experiences or sports, museums and malls.
Talk to ABS: WhatsApp or call +974 5200 0831 or +974 5200 0832, or email info@artistic.qa. ABS is based in Doha, Qatar, with a branch in Oman, and serves clients in both countries.