In a groundbreaking collaboration, Lenovo and Formula 1® have delivered an unprecedented spectacle in London, marking a significant milestone in the world of sports and technology. The iconic Fenchurch Building, often referred to as the ‘Walkie-Talkie’ due to its distinctive shape, served as the canvas for a massive projection showcasing custom Formula 1 car designs. This initiative is part of the newly launched #RaceToCreate platform, powered by Intel, which seeks to engage and celebrate the growing community of Formula 1 enthusiasts in the UK.
A New Era of Fan Engagement
The event was not just about showcasing technological prowess; it was a celebration of the UK’s deepening connection with Formula 1. Recent studies indicate that the sport’s fanbase in the UK has swelled to an impressive 16.7 million, nearly a quarter of the population. This surge in interest is particularly noteworthy among women, who now constitute 41% of the British F1 audience—a notable six percentage point increase since 2018.
The evening event was graced by the presence of DJ Roman Kemp and prominent Formula 1 presenter Natalie Pinkham, who contributed to the festivities with their own custom car designs. The projections on the skyscraper were a visual feast, capturing the imagination of onlookers and drawing attention to the unique blend of art and technology.
The Growing Passion for Formula 1
The recent projection event follows the record-breaking attendance at the FORMULA 1 QATAR AIRWAYS BRITISH GRAND PRIX 2025, where over 500,000 fans gathered at Silverstone to witness the high-speed action. This event alone is a testament to the sport’s significant contribution to the UK economy, valued at approximately £12 billion.
Globally, Formula 1 is experiencing a renaissance, with a substantial portion of its fanbase being under the age of 35. This demographic shift, showing an 11 percentage point increase over the past seven years, underscores the sport’s appeal to younger audiences. Furthermore, a staggering 61% of fans interact with Formula 1 content daily across various digital platforms, including social media, YouTube, and Twitch, highlighting the sport’s pervasive influence and the audience’s thirst for engagement.
RaceToCreate: A Digital Playground for F1 Fans
The #RaceToCreate platform is a novel initiative by Lenovo, aimed at providing fans with an interactive space to unleash their creativity. Through this platform, enthusiasts can design their own Formula 1 car liveries, choosing from a variety of colors, patterns, and personal touches. This initiative not only fuels the passion of existing fans but also invites new audiences to explore the sport in a creative and engaging manner outside of traditional race weekends.
Louise Forbes, Head of Consumer Marketing at Lenovo UKI, expressed her enthusiasm about this innovative project, stating, "We’re thrilled to unveil a world-first AI-driven projection experience on the iconic Fenchurch Building. This project brings cutting-edge technology and bold creativity to the heart of London, igniting a new era of immersive marketing. At Lenovo UKI, we’re constantly pushing the boundaries of what’s possible, and partnering with Formula 1 is the perfect showcase for that spirit of innovation."
Lenovo’s Role in F1’s Technological Advancements
As a Global Partner of Formula 1, Lenovo plays a pivotal role in enhancing the viewer experience by leveraging its technological capabilities. High performance and precision are key attributes that keep fans invested in Formula 1, and Lenovo’s commitment to innovation helps the sport maintain these standards both on and off the track.
Lenovo’s contributions extend to testing and integrating their latest AI-powered PCs, like the Lenovo ThinkPad X9 Aura Edition, into Formula 1 operations. These advancements facilitate smarter collaboration, boost productivity, and enable enhanced creative processes. Additionally, Lenovo’s state-of-the-art Media & Technology Centre in Kent processes approximately 600 terabytes of data per Formula 1 event weekend, ensuring seamless broadcasts to over 180 countries worldwide.
Bringing Dreams to Reality
For fans eager to see their dream Formula 1 car designs come to life, the #RaceToCreate platform offers a unique opportunity to do just that. The platform is open to the public until September 22, providing ample time for enthusiasts to craft and submit their designs. This initiative not only nurtures a deeper connection between fans and the sport but also exemplifies how technology can transform traditional fan experiences into interactive and personal journeys.
Conclusion
The collaboration between Lenovo and Formula 1 heralds a new era of fan engagement, where technology and creativity intersect to offer immersive experiences. As the sport continues to capture the hearts of millions, initiatives like #RaceToCreate are instrumental in keeping the fanbase engaged and expanding. With the ongoing advancements in technology, the possibilities for future fan experiences are limitless, promising an exciting journey ahead for Formula 1 enthusiasts worldwide.
For more information about this initiative and an opportunity to design your own Formula 1 car, visit the #RaceToCreate website.
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