Brand Experiences at the Formula 1 Qatar Airways Australian Grand Prix

I went into the Formula 1 Qatar Airways Australian Grand Prix with high expectations for brand activations and experiential moments across the precinct. Formula 1 events around the world have become a playground for brands looking to create immersive experiences, engage fans, and bring sponsorships to life in memorable ways. 

What stood out to me most this year, however, was not the brand activations, it was the hospitality. That isn’t to say there weren’t strong brand moments around Albert Park, but the spaces that truly impressed, from a design and experiential perspective, were the hospitality environments. These spaces continue to evolve year on year, pushing the boundaries of premium guest experience, creative design, and brand storytelling. 

Before getting into those spaces though, it’s worth acknowledging a few activations that did stand out. I should note that I didn’t see every activation onsite, so this is not a comprehensive review, but from the ones I did experience, I felt many were missing a bit of that “wow factor” that makes fans stop, engage, and remember the brand.  

Brand Activations at the Australian Grand Prix 

There’s always a balance to strike when designing activations. Sometimes keeping things simple is the right move - simplicity can cut through the noise, deliver clarity, and allow the brand to speak for itself, but the risk of being too simple or predictable is that the activation becomes repetitive. In an environment like Formula 1, where fans are surrounded by world class entertainment and technology, brands need to work harder to create moments that feel fresh, engaging, and memorable. 

One activation that caught my attention was from KitKat. The brand created a custom snack bar shaped like a race car, which appeared before the Grand Prix and then continued the story onsite. It was playful, highly visual and aligned well with the motorsport environment, with the activation supported by relaxation zones, photo opportunities and, of course, plenty of KitKats. What worked well here was the clarity of the concept, simple but clever. The race car shaped snack bar was instantly recognisable, highly shareable on social media, and clearly tied the brand to the racing environment. 

Another activation that stood out came from TAC - rather than trying to create a complex interactive experience, TAC leaned into something very simple but very effective - their brand colour. The activation centred around their bold yellow brand identity and offered free lemonade to anyone attending the event. It was bright, welcoming and highly visible in the precinct. More importantly, once people entered the space, it created the opportunity for meaningful conversations about the organisation and its message. Sometimes the most effective activations are those that use a strong visual cue to draw people in and then deliver the deeper story once they are inside. 

Porsche Cars Australia also delivered one of the strongest brand spaces I saw at the event. Car displays are common at motorsport events, so standing out in that category is not easy. Porsche managed to elevate the experience by creating an environment that felt immersive rather than simply transactional. When you entered the space, you were transported into a visually engaging environment that combined music, lighting and colour to complement the cars themselves. The result felt less like a traditional vehicle display and more like a curated brand experience. It demonstrated how thoughtful design and atmosphere can elevate something that might otherwise feel quite standard.  

Beyond the Circuit: Brand Activations Across Melbourne 

Off the track, another standout came from Audi Revolut F1 Team. They took over the well known floating venue Afloat and transformed it into a fully branded hospitality and event space. Positioned on the water, the venue became a unique extension of the Formula 1 experience. It hosted hospitality, functions, and fan engagement moments in a setting that felt distinct from the track itself. Activations like this highlight an interesting trend in events - the experience increasingly extends beyond the circuit. Brands are finding ways to activate across the wider city and social scene, creating moments that tap into the broader lifestyle culture surrounding Formula 1. 

While these activations were strong in their own right, it was the hospitality environments that truly stole the show for me this year. Hospitality at major sporting events has evolved significantly over the past decade. It is no longer just about providing food, drinks and a comfortable place to watch the race – the best hospitality spaces now function as fully realised brand environments. They are designed, curated, and produced with the same level of attention you would expect from a premium event or luxury venue. 

Corporate Hospitality: Inside the Coates Lounge 

I may be slightly biased here, but the Coates Lounge was definitely one of the standout spaces from a design perspective. The layout, finishes, and overall experience created a premium environment that felt both polished and welcoming. What impressed me most with what we created was the way the space balanced exclusivity with energy. It felt like a destination within the event rather than simply a viewing platform. 

VIP Hospitality at the Australian Grand Prix 

Beyond Coates, two other hospitality spaces really caught my attention, even though I only had the chance to see them from the outside. 

Audi Australia created an incredibly striking environment that immediately stood out within the precinct. The scale and design of the space gave it a real sense of presence, and the car display integrated into the exterior created a strong visual moment for fans walking past.  

Casa Ferrari, meanwhile, delivered exactly what you would expect from the Ferrari brand - theatre. The space was visually stunning and drew attention from across the precinct. What was particularly smart was how Ferrari extended the experience beyond the hospitality guests themselves, with the exterior featured a photo moment that was constantly drawing lines from fans wanting to capture their own Ferrari moment. This is something I always look for in hospitality environments, the best spaces do not completely shut themselves off from the broader event audience, but instead create moments that allow the public to interact with the brand, even if they are not inside the suite.  

It highlights an important shift in how hospitality spaces are being designed, they are no longer just inward facing VIP environments, increasingly, they are becoming brand showcases that contribute to the overall event atmosphere. That is where the real opportunity lies. 

What the Australian Grand Prix Teaches About Brand Experiences  

Major events like the Australian Grand Prix bring together hundreds of thousands of fans, brands and partners. The competition for attention is intense, and the brands that succeed are the ones that think about how their spaces contribute to the broader fan experience, not just the experience of their invited guests. 

For me, the biggest takeaway from this year’s event is that hospitality environments are becoming some of the most powerful brand platforms within live sport. When done well, they combine premium guest experience, strong design, storytelling and public engagement all in one space. As fans continue to demand more immersive and memorable experiences at major events, I suspect we will see these environments continue to evolve even further in the years ahead. At the end of the day, whether it is an activation or a hospitality suite, the goal is the same. The goal is to simply create moments that people remember. 

For brands investing in major sporting events, the opportunity is enormous, but so is the competition for attention. Whether it’s a precinct activation, an immersive brand environment, or a premium hospitality suite, the brands that stand out are the ones that create moments people genuinely remember.

At Cielo House, this is exactly the space we operate in, designing brand activations, premium experiences and corporate hospitality environments that don’t just exist at events, but become part of the story fans take away from them. As events like the Australian Grand Prix continue to grow in scale and spectacle, the opportunity for brands to show up in more creative, immersive and memorable ways has never been greater.  

FAQ - Brand Experiences at the Formula 1 Qatar Airways Australian Grand Prix  

What is a brand activation? 

A brand activation is a marketing strategy designed to create direct engagement between a brand and its audience. It often involves live experiences at events that bring a brand to life. At Cielo House, we specialise in brand activations that create memorable experiences and meaningful connections with audiences. 

How to plan a brand activation? 

Planning a brand activation begins with defining the primary objective and understanding the target audience. The planning process is built around a creative concept, the design of the experience itself, and its delivery through events and experiential marketing strategies. Cielo House, an event and brand activation agency in Australia, manages the entire process to ensure the activation is engaging, memorable and aligned with the brand. 

What does corporate hospitality mean? 

Corporate hospitality refers to premium event experiences where brands host clients, partners, or stakeholders in exclusive environments. This can include VIP lounges, hospitality suites, or curated event spaces at major sporting or cultural events. Companies often partner with agencies like Cielo House to design corporate hospitality experiences that combine guest entertainment with a strong brand presence.