With our spectacular three-storey “E-Cube” directly above the finish line, the creative agency Standing Ovation and us, the organisers, were able to shape a landmark that brought everything together in an ingenious manner – brand experience and visibility, race experience and gala atmosphere, stakeholder meeting point and concert stage, infotainment and relaxation. The centrepiece of our client`s event truly made the heart beat faster. Naomi Campbell was in the E-Cube, as were Emerson Fittipaldi, Jean Todt, Sébastien Buemi and of course many other prominent guests.
The fascination of the start/finish line!

The E-cube concept was innovative, modular, re-usable and sustainable from the very first beginning. To bring ABB's and Formula E's vision to life and electrify an entire city.