In a unique event, Lenovo and Formula 1 illuminated London’s Fenchurch Building, commonly known as the ‘Walkie-Talkie,’ with projections of custom F1 car designs. This initiative, called #RaceToCreate and powered by Intel, was designed to celebrate the increasing interest in Formula 1 among UK fans.
Formula 1’s popularity has seen a notable rise globally, particularly in the UK where an estimated 16.7 million people are fans. Among these enthusiasts, women represent 41% of the audience—a six percentage point increase since 2018.
The London event featured DJ Roman Kemp and Formula 1 presenter Natalie Pinkham. Their presence added to the spectacle of F1 cars showcasing liveries designed by them. This followed a record turnout at Silverstone for the FORMULA 1 QATAR AIRWAYS BRITISH GRAND PRIX 2025, which attracted half a million spectators and contributed significantly to the UK’s economy.
Globally, younger audiences are engaging more with Formula 1, with under-35s making up 42% of its fan base—an increase over recent years. The sport maintains daily engagement through various digital platforms such as social media and streaming services like YouTube and Twitch.
Lenovo’s #RaceToCreate platform allows fans to design their own car liveries with customization options from colors to personal touches. Louise Forbes, Head of Consumer Marketing at Lenovo UK and Ireland stated: “We’re thrilled to unveil a world-first AI-driven projection experience on the iconic Fenchurch Building — bringing cutting-edge technology and bold creativity to the heart of London and igniting a new era of immersive marketing.”
As a global partner of Formula 1, Lenovo is instrumental in enhancing fan experiences worldwide. According to research from Formula 1 and Motorsport Network, high performance and precision are central reasons why fans follow this sport. Lenovo aims to support Formula 1 in exploring innovations that can advance its capabilities both on track and beyond.
