ROBORACE — GLOBAL PRESS & B2B LAUNCH
Event Production — Barcelona, Spain
U LA LA produced the global press and B2B launch for ROBORACE, the world's first autonomous electric racing series, at MACBA, the Museum of Contemporary Art in Barcelona. The event was timed to coincide with Mobile World Congress, positioning autonomous racing as a cultural as well as technological milestone.
The contemporary setting was chosen deliberately. Immersive lighting and spatial design framed the first fully autonomous racing car for global media and VIP guests.
Production Facts
- Client: ROBORACE
- Venue: MACBA, Barcelona
- Timing: Mobile World Congress
- Production: U LA LA
- Deliverables: Full event concept, design and production
Production Scope
- Full event concept and design
- Immersive lighting and spatial design
- Tech-driven display elements
- Venue coordination and logistics
- Set-up and installation management
- On-site event management