Ferrari Esports Arena, Ferrari World Yas Island, Abu Dhabi
We led the full concept, design, and delivery proposal for the Ferrari Esports Arena at Ferrari World — the world’s first Ferrari-branded esports arena — collaborating directly with Miral (the park owner) and multiple suppliers from proposal to final installation. Our role covered design cohesion for both theme park integration and esports tournament requirements. We were onsite multiple times to oversee the build and coordinate with all partners, ensuring the vision was executed seamlessly.
The arena was engineered as a high-spec venue that blends theme park aesthetics with esports standards. It includes 20 Gran Turismo simulators (14 adult, 6 kid‑friendly), plus 3 F1 simulators built to replicate iconic Grand Prix experiences like Yas Marina Circuit. Two of the GT simulators are dedicated to guests with disabilities, highlighting the park’s inclusivity focus. Design and AV enhancements—including a 63 m ribbon LED display, high-resolution video walls, and fully programmable lighting—were integrated to support live competitions, scores and branded content. Working hand-in-hand with Miral we navigated design-build coordination, interior fit-outs, and technology integration to deliver a visually stunning environment that adhered to Ferrari’s distinctive red and black branding. The result: a dynamic, multi-use space tailored to both in-park guests and esports finals programming that enhances Ferrari World’s entertainment diversity and forward-thinking ambition.
Ferrari Esports Series Global Tournament & Content Production
As the turnkey programme partner for the Ferrari Esports Series 2023, we managed the entire competition from end to end - overseeing tournament operations, social media strategy, live content production, and community engagement. Working across Europe, North America, and Asia Pacific, we delivered a fully integrated campaign that included marketing, player comms, and fan engagement throughout the season. We produced eight high-energy live shows from our London studio, blending race coverage, talent hosting, and content drops to drive momentum across Ferrari’s esports channels. From managing the day-to-day to shaping the global narrative, we helped Ferrari continue to build one of the most premium and aspirational brands in sim racing.
Ferrari World Park Wide Safety Videos
We were commissioned to create a full suite of safety videos for Ferrari World Abu Dhabi, covering every major ride and attraction across the park. Each video was custom animated with bespoke motion graphics, tailored to the specific layout and requirements of each ride - from safety warnings and boarding instructions to storage guidance and guest conduct. We conducted multiple site visits to accurately scope each attraction and ensure the creative was perfectly aligned with operational needs. The result is a visually consistent, easy-to-follow safety system that blends clarity with Ferrari-branded polish, improving the guest experience while enhancing park safety across the board.
