Icon’s Middle East division has made a significant impact within the region’s event branding industry with the successful completion of its year-long signage and wayfinding consultancy for the recent Etihad Airways Formula 1 Grand Prix in the UAE capital, Abu Dhabi.
The race on 14th November, the culmination of this season’s closely-contested competition, was the centrepiece of an extravaganza of concerts and events taking place in the city at which Icon’s expertise was called upon.
John Francis, Icon Managing Director, said: “Formula 1 is a sport with the highest profile for brands and sponsors. Managing the consistency of these key brands while ensuring that wayfinding is clear for the thousands of fans who flock to the event is vital for both commercial success and the enjoyment of the crowds.
“Having a year-long contract has given our team in the Middle East the chance to build up a real depth of knowledge of the circuit and to develop strong relationships with both the Yas Marina Circuit team and ADMM (Abu Dhabi Motorsport Management).”
Icon’s UAE joint venture partner, leading large-format digital graphics production company Prolab digital LLC, was responsible for the manufacture and installation of all branding throughout the arenas and show grounds for the F1 Grand Prix, the Yasalam Series and Yas Island Series of supporting concerts and events.
The Yasalam Series involved an F1 Fanzone on Abu Dhabi Corniche, culminating in ‘Cinema by the Sea’, concerts on the beach and live showings of the Brazilian and Abu Dhabi Grand Prix. Yas Island Series branding included all the arena branding for concerts taking place each night of the Grand Prix weekend, featuring Kanye West, Linkin Park, Nelly Furtado, Jonas Brothers, Creamfields, Guns ‘n Roses, with Prince headlining race night festivities.
“This has been a significant project for the newly formed JV Company, Icon Prolab. Prolab digital’s production facility was at nearly full capacity for eight weeks solid and in operation on average 20 hours a day!” said Steve Edwards, Icon’s Director of Operations for the Middle East. “Working together, Icon and Prolab are rapidly expanding their services within both the UAE and Qatar, whose governments recognise the social and tourism value of investing in large-scale sports events such as the FI Grand Prix.”
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