A Formula 1 car in a Vegas ballroom: the activation the whole conference photographed.
FLAGSHIP ACTIVATION CRAFT: for Rubrik’s FORWARD conference, Space City Pro staged a full-size McLaren Formula 1 show car on a mirror-finish, LED-ringed plinth with a custom checkered-livery scenic wall, flanked by a branded photo moment and a racing simulator — a sponsor-floor landmark built and delivered on our own inventory.
show car
with programmable LED
fabricated to fit
+ racing simulator
LED inventory
At a flagship conference, the sponsor floor is a battlefield for attention. This activation didn’t fight for it — it ended the argument.
For Rubrik’s FORWARD conference in Las Vegas, the centerpiece was a full-size McLaren Formula 1 show car, staged on a mirror-finish plinth ringed with programmable LED, against a custom checkered-livery scenic wall.
Space City Pro built the activation environment: the plinth and scenic package, the LED, and the flanking experiences — a photo moment and a racing simulator — that turned a display into a line.
A show car is jewelry. The staging has to be the case, not the competition.
The mirror plinth doubled the car; the LED ring gave it motion; the scenic wall carried the partnership story in full checkered livery. Around it, the photo-op and simulator gave attendees something to do, not just see — which is what keeps a booth line moving all day.
The build traveled as a full scenic-and-LED package on our own inventory, loaded into a grand ballroom with the finish the room demanded.
The most photographed corner of the conference floor.
That’s the job of a flagship activation: give the event a landmark, give attendees a moment worth sharing, and give the brand’s partnership story a physical form. This one did all three.
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