Sysco Productions



Sysco Productions are thrilled to be part of the project team designing and delivering the world’s very first Formula 1® Exhibition, that will make its debut in Madrid this Spring. This unique exhibition will transport guests through the sport’s most spectacular, dazzling and dramatic stories, with something for all visitors, from avid followers to younger fans and families.

Providing a unique portrayal of the sport’s rich history, its present day dramas and future innovations, this exhibition offers a unique perspective on the extraordinary story of Formula 1, tracing the influences of Enzo Ferrari and Ayrton Senna to the unprecedented impact of Netflix’s ‘Drive To Survive’ series. Curated by F1 experts, historians and journalists, this exhilarating exhibition combines the very best interactive and immersive technologies, never-been-seen interviews, historic race cars, artefacts and large-scale installations.

The experience is showcased across six purpose-built rooms, each specially designed and produced in partnership with award-winning artists, filmmakers and craftsmen. Visitors begin their exploration with The Human Race, where a cinematic prelude introduces the underlying story of Formula 1 and uncovers the essence of why motor racing continues to capture the heart of an ever-growing audience. 

Next transported into a F1 factory, visitors can examine the design, testing and manufacturing process of a modern-day car in the Design Lab. With a rare glimpse of how five Formula 1 teams meticulously develop the different components for each season’s new car, this room features a range of individual parts and components including a 2022 hybrid power unit.

Taking a trip through the history of the sport, Once Upon A Time In Formula 1® presents exquisite, large-scale photographs, previously unseen artefacts and short documentaries featuring over a hundred new interviews with F1’s most renowned personalities that document the sport’s most defining moments. 

The race circuit-inspired room for Drivers and Duels explores the seminal moments of the sport's many champions and includes a Hall of Fame, a giant interactive display wall and a unique collection of historic memorabilia that celebrates the most iconic drivers and legendary races since Formula 1 began. 

Revolution by Design includes dazzling breakthrough innovations and new technologies with an outstanding array of the sport’s most pivotal designs, legendary cars, and a dramatic, 360-degree immersive environment. 

In the thrilling climax, The Pit Wall is a six-minute cinematic extravaganza of light and sound that brings to life the sensational, seventy three year story of Grand Prix racing.

As part of the design and delivery team, led by Round Room Studios, Sysco Productions have had the pleasure of leading the design, development and production of the show technology systems that are at the heart of this groundbreaking, first of its kind, exhibition.

Stefano Domenicali, President and CEO, Formula 1, said: “This exhibition will be a true celebration of the amazing history of Formula 1 and will bring our fans closer than ever to the greatest sporting spectacle in the world. We can’t wait to welcome visitors to the exhibition in Madrid, and then around the world as we take the show on tour. Thank you to all those who have contributed to this project so far and helped to capture the heart and soul of the sport we love.”

Timothy Harvey, Lead Producer & Managing Partner at Round Room Studios, said: "to curate and produce the world’s first official Formula 1 Exhibition has been a huge honour. This show takes fans behind the curtain of Formula 1, providing a new range of fascinating perspectives and unexpected stories about the sport. We have been overwhelmed by the support of so many of the F1 Teams and luminaries. I believe the show celebrates Formula 1’s rich history and heritage in a dramatic and fun way that will engage everyone from avid fans to young kids and families. It’s been many years in the making and now I can’t wait to open the doors in Madrid!”.

Hugo Roche, Project Director & Director at Sysco Productions comments: “We’re exceptionally proud to be part of the team that is bringing to life this thrilling experience, and to have been able to help shape the creative design and integration of the show technology that forms an integral part of the story narrative. This is a truly one-of-a-kind exhibition that will immerse visitors in the passion and rich heritage of Formula 1, in a way that is both mesmerising and memorable, so we’re incredibly excited to see the visitor reaction when it opens later this month.”

Opening on 24 March 2023, the exhibition will be hosted at the renowned IFEMA MADRID. 

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