Inside F1 75 Live: A Spectacular Formula 1 Experience at London’s O2 Arena

Last night, Formula 1 made history with its first-ever season launch at London’s iconic O2 Arena. Marking the sport’s 75th anniversary, F1 75 Live unveiled the 2025 car liveries in a groundbreaking spectacle that brought together all ten teams and their drivers. The event was a seamless fusion of motorsport, theatrical performance, and cutting-edge technology, setting a new benchmark for how Formula 1 engages with its global fanbase.

The pioneering world premiere was brought to life by STUFISH Entertainment Architects in collaboration with production partner 1826, alongside creative visionary Brian Burke and DX7 Design. This powerhouse team crafted an unforgettable experience that merged Formula 1’s signature speed with the thrill of live entertainment, transforming the unveiling of the season’s cars into an immersive, high-energy showcase.

F1 75 Live – A Stage Designed for Speed and Spectacle

The event was meticulously designed as a multi-sensory storytelling experience, with each reveal uniquely choreographed to build anticipation. Renowned for their stage designs for global icons such as Beyoncé, Madonna, The Rolling Stones, and Sabrina Carpenter, STUFISH reimagined the stage as a long, central runway extending into the crowd—evoking the high-speed straightaways of an F1 circuit. Towering above it all was the largest LED screen ever used at The O2, spanning the venue’s width to deliver cinematic visuals that heightened the drama of each team’s moment in the spotlight.

Hidden beneath the massive screen was a dynamic garage-style door through which the 2025 drivers made their grand entrances. At the heart of the stage, a state-of-the-art mechanical lift system was incorporated, capable of elevating the cars eight meters high—creating breathtaking vertical reveals. Suspended overhead, a flying LED screen embedded with dynamic lighting effects moved fluidly throughout the night, acting as both a storytelling canvas and a dramatic reveal mechanism, ensuring each team’s presentation was as visually striking as it was memorable.

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“At STUFISH, we are always looking for ways to push the boundaries of live entertainment, and designing the staging for the F1 launch was an exciting challenge—blending the theatricality of a live show with the raw energy of motorsport. With this production, we wanted to bring the thrill of the racetrack into the heart of The O2, immersing audiences from the instant the lights dim to the roar of the engines,” said Ray Winkler, CEO and Design Director at STUFISH Entertainment Architects.

The Powerhouse Behind the Production

As Formula 1’s production partner for the 75th Anniversary season launch, 1826 played a pivotal role in bringing the event to life, ensuring that every element aligned with F1’s evolving vision and known for their work with artists such as Tyler, The Creator and Charli XCX, as well as brands like the LA Dodgers, 1826 seamlessly integrated motorsport with high-end entertainment to captivate an ever-growing and diverse fanbase.

“We’re always excited to get the call from F1 for one of their shows. They love pushing the boundaries, and so do we. We’re lucky to have great creative partners like STUFISH, Brian Burke Creative, and DX7. This was a production we thoroughly enjoyed bringing to life, and it’s going to be the most talked-about event of 2025,” said Joe Sanchez, CEO of 1826.

Beyond the Racetrack: A Fully Immersive Experience

Each team’s segment was a fully immersive experience designed to extend beyond traditional motorsport presentations. Custom music compositions, live performances, and curated video content transformed each reveal into a compelling narrative—not just celebrating the cars but also highlighting the teams, their stories, and the passionate fans who drive the sport forward. By elevating the unveiling of the ten cars into a stadium-scale pop-rock spectacle, STUFISH and 1826 have redefined how Formula 1 is presented to the world.

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The fusion of music and sport has become a defining trend as fans seek festival-like experiences beyond the competition itself. From Formula 1 to the Super Bowl, major sporting events now incorporate world-class musical acts, recognizing that music amplifies emotion, enhances storytelling, and deepens fan engagement. As sports continue to attract younger, more diverse audiences, the integration of music creates shared cultural moments that transcend the event, transforming it into a global phenomenon.

A Vision for the Future

Building on their groundbreaking collaboration, the Formula 1 Season Launch marks the second major F1 project for 1826 and STUFISH. Their partnership began in 2023 with the Formula 1 Heineken Silver Las Vegas Grand Prix, which they transformed into a spectacular fusion of motorsport, entertainment, and theatrical production. By blending the high-speed adrenaline of F1 with immersive staging, cutting-edge visuals, and live performances, they redefined how the sport is experienced, bringing the electrifying energy of Las Vegas to the global stage.

With F1 75 Live, Formula 1 has set a new standard for season launches—one that cements its status as a sport and a premier global entertainment powerhouse. The event at The O2 was more than just a celebration of the upcoming season; it was a bold statement that Formula 1 is bigger, more daring, and more immersive than ever before.