Formula E London Fan Village
LS Events has worked with Formula E since 2018, initially in a crowd consultancy capacity and now across global iconic races. When a London race was added to the championship in 2021, LS Events became the local operator, building the robust and mutually beneficial relationship.
On these strong foundations, we have continued to grow and in 2023 won the role of London Fan Village delivery partner. After two rewarding iterations in London (and more work globally), these multi-year contracts have merged, and are currently in place until 2026.
Fan engagement
The fan village is where motorsport and the fans come together. For two years, we have designed an immersive Fan Village that has interactive zones that create memorable experiences for all fans no matter what!
We have developed a venue design that combines family friendly activities, partner activations, food, beverage and a main stage. All of these elements bring the fans together and elevate the high energy atmosphere and experience of the season finale!
Creative Design
Our specialist team dives deep into not only the look and feel but the how we want attendees to experience it. We create 3D drawings using Vectorworks, discuss creative concepts with suppliers and research the latest technology or artistry that enhances the event experience!
Along with all our clients, we realise the importance of commercial value and increasing spend or partnership deals where necessary. Using the dedicated data from previous years, we were able to advise and design the venue to reduce queue timings, spread the crowd therefore increase spend. As we design all our spaces, we think of not only the fan experience but the opportunities of engaging with every fan for partners, sponsors and other potential revenue streams.
Entertainment and Activities
Creating dedicated zones was really important for us to allow a full immersive experience as you wander through exploring what was on offer such as photo opportunities, vehicle displays and the all-important winners podium!
A Social Zone elevated a space earmarked for phone charging and visitor downtime into a vibrant live music experience featuring high calibre local talent sourced in collaboration with ‘We Are Impact’. Slouchy beanbags, custom-built tyre charging stations and relaxed vibes made this zone one of the most popular pitstops for fans. A Reaction Zone dialled up the energy with a kinetic dance floor, Batak games, virtual dodgeball and a digital caricaturist.
As this dynamic project unfolded, our scope continued to multiply with LS Events becoming the go-to support for other event features including Girls On Track, Electric Blacks and the UNICEF activation - a testament to the trust and belief we have fostered with our client.
“The team of LS Events have done fantastic in delivering an unforgettable 2024 Hankook London E-Prix. Their deep understanding of Formula E's unique demands, combined with their ability to adapt to our specific needs and requirements, made working with them a smooth experience. Their team brought not only competence but also passion and creativity, which shone through in every detail of the event. The Fan Village, Formula E's vibrant hub for passionate fans, was a particularly huge success, designed and produced with an imaginative flair that resonated with our fans. LS Events played a crucial role in the event's success. We are very grateful for their dedication and partnership and look forward to further successful years.”
Marco Greil, Host Cities Event Director – Formula E
Innovation and Future Technology
Formula E and LS Events share an unshakeable commitment to technological innovation. The Formula E Fan Village is hugely front-footed on technology - incorporating online content, AI-powered activations, and a gaming arena.
In 2024 we hosted the Google Cloud x Formula E Hackathon: this Guinness World Record breaking event saw 1,300 attendees leverage Cloud AI tools alongside Formula E data to tackle challenges and develop AI systems to identify on-track incidents.