‘Below The Lights’ launches with Williams F1

London’s newest brand experience concept, ‘Below The Lights’, has opened its doors underneath the world-famous Piccadilly Lights. To launch the space… Williams F1 activated their UK Fan Zone, with The Berry. 

The Berry created immersive CGI content to both educate and wow audiences at Picadilly's inaugural Below The Lights. Inspired by Williams F1 history at iconic Silverstone, The Berry developed a suite of looping assets to play on the Williams Fan Zone Screens. Content was designed to play on four large format (multi-spec) screens, from photoreal CGI F1 cars and helmets, to hypnotic 3D timelines.

Spread across three floors and with capacity for over 500 people, the experiential space brought fans unrivalled access through an immersive world of Williams F1 Racing. State-of-the-art lighting, sound systems and a series of large format Ultra HD digital displays delivered on the high-impact audio-visual experiences.  

The 2024 Williams Racing Fan Zone in London is a continuation of the team’s 2024 Fan Zone World Tour, building on the success of the team’s fan zone events over three F1 seasons. The fan zones are part of the team’s commitment to offer unparalleled access to fans in the cities THEY race in.