
"Externally, the train is wrapped to resemble a full-length F1. The graphic treatment stretches across multiple carriages so that the moving metro train visually reads as a continuous racing vehicle traveling through the city. Because Line 11 connects central with the Shanghai International Circuit, the intervention conceptually extends the race route into the city's transit infrastructure."
"Inside the train, the carriages are designed to resemble F1 pit garages constructed with LEGO elements. Graphic panels, structural motifs, and visual cues evoke the working environment of racing teams while adapting it to the spatial layout of a metro carriage. The interior also incorporates interactive details intended for observation and discovery during the journey."
"More than twenty hidden 'Easter eggs' are distributed throughout the train interior. These references include small visual elements connected to F1 culture and recognizable figures within the sport, such as paw prints associated with Roscoe Hamilton and a minifigure reference to George Russell."
LEGO's Our Agency Shanghai created a temporary design activation on Shanghai Metro Line 11 coinciding with the Chinese Grand Prix. The metro train features an external wrap designed to resemble a full-length Formula One vehicle, with graphics stretching across multiple carriages to create a continuous racing aesthetic as it travels through the city. Line 11 connects central Shanghai to the Shanghai International Circuit, conceptually extending the race route into urban transit infrastructure. Inside, the carriages are transformed into F1 pit garages using LEGO elements, graphic panels, and structural motifs. The design includes over twenty hidden Easter eggs throughout the interior, referencing F1 culture and notable figures in the sport, encouraging passengers to discover these details during their journey.
#lego-marketing #formula-one-branding #urban-transit-design #interactive-experiential-marketing #chinese-grand-prix
Read at designboom | architecture & design magazine
Unable to calculate read time
Collection
[
|
...
]