Speed of Light

The Las Vegas Grand Prix returned for its third year, and T-Mobile was ready to make some noise—not just on the track, but in the hearts (and phones) of racing fans. To match the intensity of the race, NRG designed a high-impact brand experience for the Signature Store that fused technology, fandom, and the speed of T-Mobile's network into one unforgettable footprint.
At the heart of the experience were multiple next-gen racing simulators that blurred the line between gaming and pro-level performance. Upstairs, we partnered with Lumen & Forge on the programming aspect and VX Design Solutions on the fabrication to create a custom-built wind simulator rig that delivered the full-body thrill of 120 mph straightaways, complete with fast-paced lighting and racing sounds.
Downstairs, we brought back the precision-focused sim that challenged guests to master strategy and speed, offering real-time game play in a magenta covered livery.
The visual centerpiece of the activation was a jaw-dropping interactive projection-mapped F1 replica car that doubled as a digital art experience. Partnering again with Lumen & Forge on the development and lighting aspect, we brought a variety of design controls right into users’ hands. Guests designed their own liveries on touchscreen stations, then watched their creations animate across the vehicle in real time, wrapping the car in personalized motion graphics. Every design became a printed takeaway poster, turning each visit into a shareable, creative moment.
Lastly, NRG built a custom pit wall installation that mirrored the strategic intensity of race day. With authentic controls and integrated gameplay from the latest F1 video game, fans got a hands-on look at what it takes to command a team from trackside.
The activation generated more than 17,000 impressions throughout the week, driving over 2,000 unique engagements during race week alone. Guests spent an average of 32 minutes in-store, demonstrating strong dwell time and meaningful interaction with the experience.
This wasn’t just a brand moment. It was an immersive T-Mobile takeover, built for the biggest stage in motorsports.