✢ PROJECT
F1 x JW Marriott x Johnnie Walker
An entertainment lounge where Johnnie Walker's legacy meets the speed and sophistication of Formula 1 at JW Marriott.
We designed and executed a sophisticated entertainment lounge for Johnnie Walker at the JW Marriott Baku during the F1 Grand Prix weekend. Our 3D concept featured a custom arcade game with a mini Baku City Circuit and premium F1 racing simulation seats, creating an immersive experience for VIP guests. Despite complex negotiations between Formula 1, Johnnie Walker, and JW Marriott Hotel, we delivered a flawlessly executed space that generated exceptional brand activation and unforgettable moments.
The Grid
An adrenaline-charged zone where competition takes center stage—authentic racing seats with bold red seat belts lock guests into the experience while precision steering wheels put them in full control. Monitors deliver every turn and straightaway in vivid detail, immersing both serious racing enthusiasts and thrill-seeking guests in the intensity of Formula 1. The sleek black and gray aesthetic sharpens the focus, stripping away distraction and amplifying the raw, competitive energy of the track.
The result was an immersive brand experience where VIP guests didn't just watch Formula 1 - they lived it. In the lounge, wooden canopies bathed guests in Johnnie Walker's warm amber glow while the bar, DJ booth, and plush seating created the perfect balance of energy and relaxation. The simulation zone shifted the energy entirely, placing guests in authentic racing seats where every turn and apex delivered pure competitive adrenaline. Together, these spaces told a complete story: the sophistication of Johnnie Walker meeting the raw intensity of F1, all within the premium backdrop of JW Marriott, leaving guests with an unforgettable experience that elevated their connection to the brands.