LEGO Formula 1 global brand activation 2025.

The brief

In 2025, LEGO entered its first year as a sponsor of Formula 1, seeking an activation that could travel the world and deliver the same impact at each location. The requirement was for a touring solution that was consistent, practical to ship, and capable of meeting the exacting standards of one of the world’s most recognisable brands. Unit 9 was appointed to design the activation and brought Star Live on board to deliver the structural backbone of the project, creating a solution that combined precision engineering with tourable efficiency.

The challenge

The brief required a structure that could be built and rebuilt with absolute consistency across 14 Formula 1 races worldwide. It had to be flat-packable for efficient containerised shipping, quick to assemble on site, and durable enough to withstand repeated builds across diverse environments. At the same time, the design process was highly fluid, evolving as LEGO’s activation strategy developed. This required a flexible approach, with the ability to adapt the structure design to meet shifting brand priorities while preserving the integrity of the touring solution.

Our solution

Star Live’s Starbox system was selected as the foundation for the activation. Its modular, flat-pack construction offered a unique ability to travel efficiently while delivering premium presentation standards. Working in close collaboration with two scenic partners, Star Live undertook a long design and testing process to refine the structure. Test builds in both the UK and Dubai ensured the final design met LEGO’s creative and operational requirements, while also proving the system’s efficiency under real-world conditions.

Three complete kits were manufactured and dispatched to travel the globe, ensuring seamless delivery across multiple continents. The repeatable nature of Starbox enabled builds to be completed consistently and to an identical standard at every race, providing LEGO with the confidence that their brand activation would be presented flawlessly, regardless of location.

Impact

The result was a global touring solution that allowed LEGO to activate its first year of Formula 1 sponsorship with impact and precision. Each build was delivered seamlessly, achieving the exact same standard across 14 races worldwide. The activation engaged audiences at scale, marking LEGO’s debut in Formula 1 with a presence that was both memorable and operationally robust.

In September 2025, the project was recognised with a Sponsorship Excellence Award, underlining the success of LEGO’s entry into the sport and the effectiveness of the infrastructure that supported it. For LEGO, the activation proved the value of a touring solution that balanced creativity with engineering rigour. For Star Live, it demonstrated the power of modular systems to deliver brand experiences on a truly global stage.