VOK DAMS China transformed the guest experience by developing an innovative event architecture that fully deployed the highly impactful visual language and brand spirit unique to Mercedes-AMG Petronas Motorsport. From the moment guests entered the event area, a series of design, media production and interactive elements featuring every aspect of the brand’s F1 motorsport culture created the ultimate F1 party atmosphere and converted even the most casual observers to enthusiastic followers.

A guest appearance by racing superstar Lewis Hamilton was a huge draw for racing fans of all stripes, attracting a huge crowd, the luckiest of which were able to get an autograph from the star himself.

“It’s an amazing moment in time to be part of the Mercedes-AMG Petronas Motorsport community,” said Katja Sassi-Bucsit, General Manager VOK DAMS China. “We designed an entirely original experience that invited each guest to share in this historic victory, while also accessing new ways to express one’s passion as a fan.”