ADI iCONIC 100 Revs Up for A1GP Show Day

London’s Lower Regent Street was transformed into a race day starting grid as A1GP World Cup of Motorsport brought 22 single seat race cars to town – and ADI were on hand to help with the world’s biggest mobile LED screen – their iCONIC 100.

View down Lower Regent Street to the iCONIC 100 The A1GP Pit Stop Regent Street gave visitors the chance to get up close and personal to the teams and drivers of the global race series ahead of its season finale at Brands Hatch at the beginning of May.  All 22 teams were represented, with the cars laid out in grid formation along the length of the famous city centre street, complete with the ever popular grid girls!

ADI’s iCONIC 100 was situated at the end of the street and formed an important part of the day’s entertainment.  Throughout the day, the screen ran highlights of the season’s exciting races as well as live content including interviews with drivers and team owners which took place from a stage area in front of the iCONIC 100. 

The iCONIC’s inbuilt production room proved invaluable, allowing the content to be produced and mixed from within the truck, meaning there was no need for an extra Outside Broadcast vehicle; particularly useful in a city centre environment where space is tight!

Live broadcast from the stage area in front of the huge iCONIC 100 Other highlights for the 100,000 visitors throughout the day included a pit stop area with tyre change challenges, appearances from Formula One legend Emerson Fittipaldi and kids TV characters Roary the Racing Car and his mechanic Big Chris, plus performances from dancers and cheerleaders.

The iCONIC 100’s quick setup time meant that ADI were able to arrive on site on the morning of the event, ensuring minimum disruption and closure time to Lower Regent Street.  The show ran from 11am until 5pm, with ADI derigging and leaving site by 6.30pm.