The Track by spotify x visa
Creative Direction
Branding and Strategy
Graphic Design
Experiential Design
Just outside the Singapore F1 raceway, through a vibrant alley-style entrance, guests stumbled upon The Track: a dynamic sensory experience, exclusive to in-the-know Singapore F1 and Spotify fans. Blending the bold, multicultural flavors of the Singaporean food scene, the tactile grit of F1, and the edge and character of the Visa and Spotify brands, The Track captured the feel of not just an F1 race weekend, but a moment, a place, and a culture. Throughout the night guests vibed to live music, interacted with custom tasting experiences, and discovered interwoven merch giveaways, culminating in private headline performances from Ty Dolla $ign and South African DJ Uncle Waffles.
The brand identity pulls directly from the spirit of F1 with fiery swaths of color pulled from both Visa and Spotify branding, distorted images inspired by speed and sound, and bold type subtly evoking the F1 logo and Singaporean design.
The Hawker Paddock
Guests entered The Track through the Hawker Paddock: a locals-only, IYKYK experience with the Gas Me Up pop-up bar, Sound Bite Hawker Stands, and V6 Vending Machines packed with branded goodies. Roll-up steel doors blended F1 paddock garages with iconic Singaporean hawker stands; neons, lightboxes, and lanterns served as a nod to the multicultural neighborhoods and people of Singapore, while and music, food, and F1 iconography were tucked throughout.
F&B Experiences
Singapore hot spots Pralet and Almost Famous occupied the Sound Bite Hawker Stands, serving local-inspired custom menu items like Fairy Dust Donuts (fluffy chicken floss tossed with furikake, sprinkled over kombu aioli) and loaded kimchi fries with gochujang aioli. Cat Bite Club crafted F1-inspired cocktails at both the Gas Me Up alley pop-up bar and the Paddock Listening Lounge, where guests received tailored drink recommendations based off of their musical tastes and favored F1 teams.
Throughout the event, guests fueled up on the go by grabbing a quick bite from one of the Pit Crew Servers’ tool trays. Each innovative, tasty bite was reflective of the experience: elevated and exciting in their plating, texture, and taste. The Track’s Cocktail Marshals stayed at-the-ready for post-snack drink emergencies (ie: a glass is empty). With a wave of a red flag, Marshals would appear with a beverage first aid kit at the ready.
Finally VIP attendees were invited upstairs for a private experience at the Culinary Circuit. VIPs spun the roulette steering wheel to build their own unique tasting experience crafted by chefs at Oumi Singapore. Each spin determined the bite: red for Chilled Mala Abalone & Chicken, black for Herb Braised Pork Rice, odd for Foie gras Monaka, even for Silken Sweet Potato Puree, and split for Chef’s Selection Nigiri.
The Stage
For the intimacy of the setting, tone of the branding, and size of the crowd, the stage design had to strike a balance between minimal and edgy while still feeling warm. A simple overhead LED halo, a chrome DJ stand, and exposed rigging gave the space a modern industrial vibe, while warm directional lighting and the venue’s reflective floor brought an immersive feel to the space.
Renders & sketches
