Following a successful outing in 2023, we were back with Jack Daniel’s for another high-impact fan zone at the Silverstone Grand Prix, tasked with evolving the experience while keeping the energy high and the branding bold.

Key objectives included increasing dwell time and enhancing the VIP experience, with a specific focus on gamification and interactive elements.

We built on last year’s success with a modular fan zone design that flexed to fit each location, while amplifying brand presence through bold new elements, from branded car wraps and bunting to flags and a fully kitted Jack’s Garage.

The garage concept, already a hit in Australia, made its European debut, becoming the anchor of the activation.

Sustainable, reusable elements like our custom tyre chairs and the iconic arch kept the footprint low and the visual impact high. Every touchpoint was designed to align with the McLaren partnership and the pace of the F1 weekend.

The fan zone stole the show, driving dwell time, social engagement and revenue, despite not being a sales-first event. Visitors loved the interactive elements, the immersive styling, and the elevated feel of the space.

Client feedback? The busiest activation of the weekend. This one locked in Jack Daniel’s position at the heart of the action, and on the map at Silverstone.