The Department creates sellout immersive experience for Autosport International


Williams Martini Racing kicked off its 40th anniversary celebrations at Autosport International with a spectacular immersive feature created by The Department, the world’s first immersive agency, which saw visitors enter through a 1977 Williams F1 garage, go on a tour of four decades of the famous team, and emerge in a 2017 pit garage.  Tickets for the experience sold out within 1 hour.  

Tickets for The Williams Experience sold out within 1 hour, and 1,200 racing enthusiasts were taken on an audio and visual journey through 40 years of Williams Racing, created using archive footage of the history of Williams Racing, narrated by Williams Racing founder and legend Frank Williams, and Deputy Team Principal Claire Williams, who was a VIP guest at the Autosport stage on the final day of the event. Lucky visitors to one performance of the experience were thrilled when Lance Stroll joined the tour.  Stroll was recently confirmed as a Williams driver for 2017.         

The Department’s interactive entertainment experience was one of the most popular attractions at Autosport International, a long-standing event which has a reputation for featuring some of the world’s fastest, most iconic cars with the latest technology and innovations.  Williams’ cars, drivers, team members and Williams Heritage were all celebrated at Autosport International.

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 Lance Stroll visits The Williams Experience created by The Department

Lance Stroll visits The Williams Experience created by The Department