Digital Graffiti Wall x Formula E
Formula E wanted an interactive experience for the Allianz Fan Village that would give visitors something creative to do during the event and add another layer of engagement to the race-day atmosphere.
To support that, Noonah delivered a Digital Graffiti Wall designed around Formula E’s audience and setting. The experience gave fans a simple, hands-on way to create their own race car artwork using digital spray paint technology.
Formula E’s Fan Village – where racing spirit is redefined, and every fan becomes a part of the action.
The Brief
Formula E needed an activation for the Allianz Fan Village that would:
- give fans an engaging activity away from the track
- create a more interactive event environment
- support Formula E’s innovative, fan-focused brand positioning
The experience needed to feel suitable for a broad event audience, including families, casual fans and guests looking for something fun and easy to take part in.
Our Approach
To deliver high-impact, immersive engagement, we installed multiple experiential zones across the Allianz Fan Village. These included:
- AI Trading Card Photo Booths – Fans could snap a photo, choose a theme, and receive a personalised trading card printed on-site.
- Glamdroid® 360 Camera – Our robotic Glambot setup captured epic slow-motion shots of fans striking poses, ready for instant social sharing.
- Digital Graffiti Wall – Using our interactive spray paint tech, fans designed custom race car art in a creative, hands-on environment.
Each element gave fans the chance to engage in a fun, personal way – building a strong emotional connection to the Formula E brand.
The Experience
Noonah installed a Digital Graffiti Wall in the Allianz Fan Village as part of the wider fan experience. Using interactive spray paint technology, guests were able to design their own custom race car artwork on screen.
The format worked well for a live sports event because it was immediate and easy to understand. Fans could step up, start creating straight away and see their artwork appear digitally in real time. The activity added a more playful and creative moment to the event, giving people a reason to stop, take part and spend longer in the space.
Because the experience was themed around race car design, it felt relevant to the Formula E setting rather than generic. That helped the activation feel more connected to the event itself and gave guests something specific to engage with.
The Result
The Digital Graffiti Wall gave Formula E a simple but effective fan engagement tool within the Allianz Fan Village. It introduced a creative participation point that stood apart from passive branding and helped make the space feel more interactive.
It was especially well suited to a sports event environment because it offered quick participation, broad audience appeal and a visually engaging activity that people could understand at a glance. The result was a branded experience that encouraged fans to get involved rather than just pass through.
