CASE STUDY
client
brief
Williams Racing launched a multi-city VIP event series during the Formula 1 season—spanning Montreal, Miami, and Austin—designed to engage top-tier guests, sponsors, media, influencers, and partners through elevated hospitality, immersive brand experiences, and exclusive access to team talent.
WSE was engaged to design, produce, and execute the full event series, delivering high-end, location-specific experiences that reflected each city’s personality while reinforcing the prestige and global identity of Williams Racing.
Across all three events, the goal was to craft luxury environments, meaningful networking opportunities, driver interactions, and visually striking brand moments that matched the energy and excitement of F1 race weekends.
Provided Services: Design • Production • Creative • Logistics • Strategy
scope at large
WSE delivered end-to-end event strategy, design, and production for all three city:
Event concept & creative direction for the full series
Luxury décor, styling & environmental design
Bespoke scenic elements & branded installations
Driver meet-and-greet experiences & VIP access moments
Hospitality programming & curated networking environments
Entertainment sourcing & coordination
Layouts, floorplans & VIP guest flow planning
Graphic design, signage & brand identity integration
Production management, vendor oversight & onsite logistics
City-by-city adaptation for venue, culture & guest expectations
outcome
The Williams Racing VIP Event Series delivered a cohesive, premium experiential program across three major F1 markets, strengthening relationships with partners, sponsors, media, and VIP guests while elevating the team’s brand presence throughout the season.
WSE’s end-to-end creative and production leadership resulted in:
Highly shareable, visually rich environments tailored to each city
Elevated touchpoints and meaningful guest interactions
Consistent, luxury-forward brand presentation across markets
Successful integration of drivers, celebrities, and key partners
A standout global hospitality series aligned with the prestige of Formula 1
and it went like…
Across three major F1 race weekends, WSE transformed premier venues in Miami, Montreal, and Austin into elevated Williams Racing hospitality environments. Each event featured bespoke décor, curated entertainment, branded scenic elements, and tailored guest programming.
Miami delivered a glamorous VIP experience at the W hotel with celebrity attendance and a driver meet-and-greet. Montreal offered refined, intimate hospitality moments for partners and sponsors. Austin presented a large-scale VIP reception with custom activations and high-energy entertainment.
WSE ensured consistent brand expression and seamless white-glove execution across all locations.
project scope
• 200-500 high profile guests
• Exclusive VIP Sponsors
• Custom brand product displays
• Innovative design
• Custom fabrication & installations
EVENT CITIES
