With just six weeks from brief to delivery, Velocity created a high-impact PR-able retail experience designed to cut through the noise and build excitement in central London during the Christmas period, drive retail sales of the new collection, and introduce the partnership to Formula 1 fans at street level.
Inspired by the Select Collection’s ‘Team behind the Team’ focus, fans were able to create their own F1 style Team Pass, before participating in arcade games with the chance to win Silverstone 2026 tickets.
Turning up the heat for the VIP evening event, Velocity transformed the store into a runway show with live DJ sets and an artistic showcase to the delight of invited media and influencers. Including an exclusive Q&A with the collection designer.
The impact?
We provided true end-to-end delivery:
Leading the creative experiential development and delivered full-service management across suppliers, production, and complex logistics in central London.
Working closely with PUMA, the Aston Martin Aramco Formula One Team, and flagship store management, the team ensured seamless coordination throughout planning and delivery, culminating in flawless on-site execution and live event management.
Since 2021, The Velocity team have been designing, building and producing all of the official hospitality spaces at the British Grand Prix for Match Hospitality, and before this for Silverstone Circuit directly.
A full turnkey solution, from creative through to managing the content and scheduling across the live days. Velocity have a team of over 200 people across 6 weeks on site to bring this vision to life year on year.
