To celebrate the arrival of the Nissan Formula E team in London for the final race of the 2023 Season, we transformed the iconic 110 The Queen’s Walk Building into a giant 150 foot tall cherry blossom race helmet.

Utilising its unique architecture and uncanny resemblance to a racing helmet, this is the first time anyone has projected from across the Thames onto the famous building. Using innovative motion video mapping and the Nissan race livery colours we were able to give the illusion the helmet was racing, adding to the dramatic impact.

The projection was the culmination of Nissan’s ‘Feel Electric Festival’. Running in Covent Garden throughout race week, the event included a cherry blossom garden, live kabuki performances, a special menu and cocktails from SushiSamba alongside racing simulators in the Formula E Lab. To promote the Festival, we took over Central London with out of home posters in the London Underground and a Metro newspaper cover wrap, along with an AR Filter and social content across Nissan’s channels.