Formula E Experience

For the ABB Formula E Championship, TBA designed a playful and engaging ABB fan experience that sits within the E-Village.

Fans could connect with ABB products such as its famous robot YuMi® and electric car charging stations.

As the lead agency, TBA works on complex delivery schedules to ensure the ABB experience makes it around the world as it follows the race circuit. So far locations have included Saudi Arabia, Marrakesh, Santiago, Mexico, Sanya, and Hong Kong.

The exhibition design is modular to ensure the experience can adapt to the differing size of each race location. Assets within the kit are reusable, many of which will be utilised in their tech centre or across university programs once the race season is over.