The GEN4 is fiaformulae’s new race car. A no holds barred, all wheel drive open wheel machine built to define the future of motorsport. Race Service was commissioned by Formula E to imagine, strategize, creative direct and help execute the launch event for this groundbreaking new platform, staged at Paul Ricard Circuit in the south of France. The project spanned multiple layers of creative and experiential design. From designing the on track action, graphical art direction, to developing the GEN4 livery program alongside the previous generations of Formula E car. One of the centerpieces of the event was the entryway experience, where we art directed a fictional science fiction world designed to transport attendees into another universe through five distinct immersive spaces. Each environment engaged sight, sound, smell and touch to create a true sensory experience, highlighted by a collaboration with Berlin based sound artist stefanieegedy, who created a bespoke subsonic installati...