The Formula E Innovation Hub
At the Formula E 2025 Jeddah E-Prix, we didn’t just build a stand, we built a high-speed digital experience. The Innovation Hub transformed electric mobility into a fully gamified journey powered by immersive tech and sustainable design.
Overview
SABIC set out to make a bold statement at the Formula E 2025 Jeddah E-Prix, transforming a standard outdoor space into a high-impact brand destination centered on electric mobility.
The experience revolved around a Digital Visitor Journey. Guests scanned QR codes at interactive stations throughout the space, unlocking exclusive content, collecting points, and navigating SABIC’s advancements in sustainable materials.
The result was a fast-paced, gamified environment that seamlessly blended physical presence with digital engagement amplifying both participation and brand impact.
The Challenge
Delivering this ambitious outdoor build under tight timelines required precision, resilience, and strategic coordination.
High-Speed Assembly
The entire structure had to be constructed within nine days, with only three critical days allocated for integrating advanced AV and IT systems. Every element from LED installations to interactive technology, had to be installed and tested with zero margin for delay.
The 1,200 km Relocation
Due to venue regulations, the entire project was pre-built in Khobar, over 1,200 kilometers away. All structural components, digital installations, and sensitive equipment had to endure an 18-hour overland journey. Through specialized protective packaging and rigorous pre-deployment testing, we ensured the installation was fully plug-and-play upon arrival.
Weather Resistance
As a fully outdoor installation in Jeddah, the structure had to withstand high winds and potential rainfall. We engineered a reinforced modular steel framework paired with weather-resistant housings to protect advanced digital systems while preserving a sleek, open architectural aesthetic.
The Solution: A Gamified User Journey
Caliber delivered a turnkey environment where physical movement translated directly into digital engagement reflecting the high-speed energy of the race itself.
Traditional printed materials were eliminated in favor of a fully paperless, QR-driven ecosystem. Visitors logged their participation into a centralized digital journal, accumulated points across interactive stations, and redeemed rewards through a seamless, connected platform that unified the entire experience.
Engagement was further elevated through proprietary installations designed to merge play with product discovery. An AI-powered Photo Booth generated personalized, race-inspired driver personas, while a custom-built racing simulator driven by physical cycling pedals transformed exertion into immersive screen-based competition.
The User Journey
At the heart of the experience was a custom-built digital app functioning as each visitor’s virtual journal.
By scanning QR codes across four integrated interaction zones, attendees seamlessly collected points while unlocking structured content. The centralized system enhanced data capture, improved visitor flow, and motivated full journey completion.
The experience concluded with reward redemption, reinforcing product knowledge while creating a memorable, high-value brand interaction.
