Velo × McLaren Takes Over London: F1 Week

Street, store and station, hit at the same time.

F1 week put motorsport at the centre of London's attention, and Velo × McLaren met it with a three-front takeover: a Future Stores pop-up on Oxford Street as the destination, an Underground takeover pulling commuters toward it, and ten Digital AdBikes stitching the whole city together at street level.

Every front carried the same look, the Circuit Collection creative inspired by McLaren Racing, so whether you were on the platform, the pavement or at the pop-up door, it read as one campaign.

The Future Stores pop-up ran from the 15th to the 21st of June with a McLaren show car in the window, sim racing rigs inside, and the Velo × McLaren Circuit Collection on display. The job of every other channel was to get London through that door.

• McLaren show car on display to Oxford Street.
• Sim racing rigs putting fans in the seat.
• The Circuit Collection, design inspired by McLaren Racing.
• AdBikes lined up outside, pointing passing footfall in.

Below ground, a full-wall takeover on the Elizabeth line at Oxford Street told commuters exactly where to go: “Velo gets you closer to the action. Find us at Future Stores, 15th to 21st June, 95 Oxford St.” Station to store in one escalator ride.

The street layer was ours: ten Digital AdBikes running GPS-routed loops through Central London for the full week, in convoy past the pop-up and out through the West End's busiest shopping streets. A train of ten screens moving down Oxford Street does not get scrolled past.

1. 01Oxford StreetConvoy runs past the pop-up door, all week
2. 02Central LondonGPS-routed loops through the West End
3. 03Day into eveningScreens at full brightness as the crowds changed