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McLaren Racing set out to activate in downtown Austin over F1 weekend, bringing to life what is now known as the Live Zone Studio. At the time of this proposal, this activation was referred to as The Flow Studio.

The brief was to create an experience which married the artistry/necessity of flow within racing 230 mph to the flow state reached within human creativity artists experience when they’re in perfect lock step with their craft.

This special event had the potential to be a pivotal moment in a larger McLaren brand strategy to attract a more inclusive demographic, by positioning the brand in an artistic light, while staying authentic to the brand’s initiatives with their Never Stop Racing campaign.

THE SET UP

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THE IDEA

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FLOW + DEMOGRAPHIC CONSIDERATIONS 

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SECTION 1: THE ETHOS

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SECTION 2: THE EXPERIENCE

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SECTION 3: THE SPIRIT

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