The HP Scuderia Ferrari Experience

OVERVIEW:

Dates: April 30th - May 4th

Location: Miami Wynwood Marketplace

I worked alongside a team of brand ambassadors hired through a renowned staffing agency and experiential production team to bring the HP x Scuderia Ferrari partnership to life. As a team we helped guests interact with the experience, understand the brands' stories, and ensured attendees walked away with a sense of emotional connection and excitement.

Activation Touchpoints:

Entry Arch Welcome - Welcome guests and provide experience highlights to gauge guests interest.
Show Car - Guests were able to see the Scuderia Ferrari HP team car up close.
Team Pit Wall - Showcased what it's like as an engineer inside a replica of the strategic hub of the team.
Messages of Forza Audio Booth - Record a personal message to be played to anyone on the Ferrari team.
Tifosi Foto Booth - HP's AI PC was used to create a life like image placing fans on the track with their favorite drivers.
Autographed Poster Printing Lab - Guests received an autographed poster and witnessed them being printed on the HP large format printer.
Livery Lab - Tour the most recent innovations of SF-25 car at the HP workstations.
HP Racing Simulators - Guests could feel the speed of The Miami F1 Circuit by using the same simulators as the drivers.
VIP/Greenroom - Private space where drivers, influencers, executives, and VIP guests could relax, prepare and engage with the HP x Ferrari experience before/after appearances.

Equipment & Technology:

HP Latex 730
The EliteBook Ultra G1i Next Gen AI PC
HP Racing Simulators
HP Poly Voyager Focus 2 Headsets
HP Series 7 Pro 727pk 4K TB4 Monitors
ZBook Ultra G1a 14 Mobile Workstation
HP OfficeJet Pro 9730e
HP Evomore 936e and 937
HP Stitch S1000
HP Latex R2000
VIP/Greenroom

Welcome to The HP & Ferrari Experience

At the 2025 Formula 1 Miami Grand Prix, HP and Scuderia Ferrari collaborated to launch an immersive brand activation in the Miami Wynwood Marketplace. The co-branded experience was designed to showcase innovation and performance by fusing art, technology and motorsport culture into a tangible and elevated consumer experience that attracted tech-savvy, and culturally-attuned audiences.