Ferrari Scuderia    Services: Augmented Reality, App development

The Problem

Race day for the Ferrari team is a busy time and amongst the many demands on the team are looking after their VIP guests. As engineers, drivers and data analysts all work together at speed the last thing they need are VIP guests getting in the way. However, F1 VIP guests are the kind of people used to getting their way with full access behind the velvet rope. The problem to solve was how do we get the guests feeling closer to the action without the interfering are adding congestion to the already busy garage.

Our Solution

F1 is an orchestra of parts all moving together from tyres, fuel, strategy, logistics and nutrition. To give the VIP guests a flavour of the complexity and range of moving parts we choose to build an app that would give them a flavour of how the different parts work together. We started off by building a CGI version of the garage including both cars and working spaces for their crew, screens with telemetry data, tyre racks, high-pressure air guns and tools. This CGI garage meant that guests could hear the noise from the real-life garage and could fully explore the garage without getting in the way of the crew.

Next up we have the “Pirelli Tyre Interactive” section of the app, for those of you familiar with motorsport and F1 in particular you will know that tyre choice plays a huge role in race outcome with huge amounts of strategy being used in the choice of tyres and timing of pitstops to change the tyres. To those unfamiliar with motorsport it can seem like a confusion of choices with hard, medium, soft and super soft tyres being available and then race rules stating that you have to use at least 2 types of tyre. The “Pirelli Tyre Interactive” experience attempts to shed some light on how all of this can affect the race.

Guests to the garage will always want to get close to the car and peer around the cockpit whilst being careful not to actually touch anything, all of this happens under the watchful gaze of the mechanics who are ready to pounce if anyone should be bold enough to place a hand on the car or overstep the limits of their invitation. So to provide a solution to this problem we built and optimised a 1:1 replica of the F1 14T.

Outcome

Our Ferrari Scuderia app was used for the 2017 season bringing much needed relief to the VIP congestion problems that were being experienced at the pits on race day.

The app managed to solve problems for both the hospitality team and the race team – an unusual combination of stakeholders but operating in a world of interdependencies where 1/1000th of a second count any reduction in garage footfall or duration of footfall would be considered a valuable win. As well as reducing a problem we were able to add value to VIP guests’ visits by giving them experiences that were not previously available and the use of AR enabling guests to “sit” in an F1 car providing value that was not available even if they could get access to the garage.

Ferrari Scuderia    Services: Augmented Reality, App development

The Problem

Race day for the Ferrari team is a busy time and amongst the many demands on the team are looking after their VIP guests. As engineers, drivers and data analysts all work together at speed the last thing they need are VIP guests getting in the way. However, F1 VIP guests are the kind of people used to getting their way with full access behind the velvet rope. The problem to solve was how do we get the guests feeling closer to the action without the interfering are adding congestion to the already busy garage.

Our Solution

F1 is an orchestra of parts all moving together from tyres, fuel, strategy, logistics and nutrition. To give the VIP guests a flavour of the complexity and range of moving parts we choose to build an app that would give them a flavour of how the different parts work together. We started off by building a CGI version of the garage including both cars and working spaces for their crew, screens with telemetry data, tyre racks, high-pressure air guns and tools. This CGI garage meant that guests could hear the noise from the real-life garage and could fully explore the garage without getting in the way of the crew.

Next up we have the “Pirelli Tyre Interactive” section of the app, for those of you familiar with motorsport and F1 in particular you will know that tyre choice plays a huge role in race outcome with huge amounts of strategy being used in the choice of tyres and timing of pitstops to change the tyres. To those unfamiliar with motorsport it can seem like a confusion of choices with hard, medium, soft and super soft tyres being available and then race rules stating that you have to use at least 2 types of tyre. The “Pirelli Tyre Interactive” experience attempts to shed some light on how all of this can affect the race.

Guests to the garage will always want to get close to the car and peer around the cockpit whilst being careful not to actually touch anything, all of this happens under the watchful gaze of the mechanics who are ready to pounce if anyone should be bold enough to place a hand on the car or overstep the limits of their invitation. So to provide a solution to this problem we built and optimised a 1:1 replica of the F1 14T.

Outcome

Our Ferrari Scuderia app was used for the 2017 season bringing much needed relief to the VIP congestion problems that were being experienced at the pits on race day.

The app managed to solve problems for both the hospitality team and the race team – an unusual combination of stakeholders but operating in a world of interdependencies where 1/1000th of a second count any reduction in garage footfall or duration of footfall would be considered a valuable win. As well as reducing a problem we were able to add value to VIP guests’ visits by giving them experiences that were not previously available and the use of AR enabling guests to “sit” in an F1 car providing value that was not available even if they could get access to the garage.