Vegas goes brick crazy! F1 teams up with LEGO for Grand Prix spectacle

 

Formula One (F1) and the LEGO Group have announced a collaboration to bring LEGO inspired activations to the Las Vegas Grand Prix. Highlights included a life sized LEGO Cadillac used in podium celebrations, LEGO themed fan experiences and installations around the Strip Circuit. With activations cantered around the Bellagio fountains and other iconic landmarks.

Enhancing fan engagement by blending F1’s high speed drama with LEGO’s playful creativity.

Emily Prazer, Chief Commercial Officer at Formula One and President & CEO of the Las Vegas Grand Prix, said: “The Formula One Las Vegas Grand Prix has quickly become an iconic cornerstone in the F1 calendar and it’s been fantastic to work with the LEGO Group to bring new ideas and creativity to fans.”

Reinforcing F1’s strategy of expanding entertainment value in the US market aiming to showcase the LEGO brand in a global cultural event, connecting with diverse audiences through motorsport.

After the race the top three driver were chauffeured to the Winner’s stage at the Bellagio for their post race interviews by none other than iconic television host and actor, Terry Crews in a full sized drivable open top LEGO Big Build 1950s Cadillac cool down car.

Julia Goldin, Chief Product & Marketing Officer at the LEGO Group, said: “Throughout the year we brought fans closer to Grand Prix experiences and the sport of Formula One and this year in Las Vegas was no different, from our incredible LEGO brick built Cadillac to bring new and engaging content to the Sphere.”

Inspired by the iconic 1950s Cadillac Fleetwood Sixty Special and built with over 418,000 bricks weighing over two tonnes, measuring over five metres long, this special edition big build is a true testament of the LEGO Group’s innovative design plus engineering.

📸 Imagery courtesy of Formula One