Multimedia Experience
The project
LCI Productions collaborated with big group to deliver Innovate2025, a high-profile Mastercard thought leadership and innovation experience hosted at the McLaren Technology Centre. Designed to bring together Mastercard’s global advisory boards, the one-day event aligned senior stakeholders around the brand’s next generation of products and services through immersive storytelling and cutting-edge technology.
Drawing inspiration from the shared values of Mastercard and McLaren – speed, precision, and performance, the experience translated complex innovation into a fully immersive, emotionally engaging environment. Rather than presenting innovation through traditional formats, Innovate2025 was designed to allow delegates to feel Mastercard’s future-facing vision instead of simply observing it.
LCI Productions was responsible for delivering the full AV and technical solution, supporting a multi-sensory journey that blended immersive media, spatial audio, interactive technology, and live show control across the venue.
The challenge
Delivering Innovate2025 presented a series of technical and logistical challenges. The McLaren Technology Centre is a highly controlled environment, with strict access windows, limited build time, and the added complexity of working around priceless historic and contemporary Formula 1 cars.
The team only had two-days to build the showcase and a four-hour overnight de-rig window. Complex rigging and large-format AV installations needed to be set up within a compact footprint, as well as the safe movement and positioning of iconic McLaren vehicles.
The team needed to ensure a flawless performance for the events senior and global audience, and each technical element needed to be intuitive, reliable, and invisible, allowing the content and storytelling to take centre stage.
The solution
Working closely with big group, LCI Productions delivered an end-to-end AV and technical solution that underpinned every stage of the guest journey.
At the heart of the event was a 360-degree immersive auditorium, where delegates were surrounded by large-format LED visuals and spatial audio. This environment transformed the keynote presentation into a fully immersive moment, merging content and architecture to reflect Mastercard’s innovation story.
LCI also supported the experiential component of the event, a chronological journey through Mastercard’s innovation, anchored by McLaren cars spanning from 1990 to 2025. Each zone combined bespoke AV, interactive technology, and sensory design:
Arrival & Innovation Showcase
Delegates entered through a truss-led arrival feature, including a 2.5m x 1.5m LED display playing the bespoke Innovate2025 welcome film. Each zone within The Spine immersed guests in a distinct aspect of Mastercard’s innovation, pairing storytelling with interaction, anchored by iconic McLaren cars arranged chronologically from 1990 to 2025.
Sensory Zones
The Sensory Zone Approach
A multi-sensory framework for product activations connected the physical to the digital, with Mastercard technology and McLaren cars working together to drive lastingimpact.
Sight- A Vision of Smarter Commerce
Paired with the iconic Senna MP4/5 from 1989, ‘Sight’ explored the evolution of commerce with a bespoke Agentic AI demo. A 7 x 3m undercar LED transformed the space, creating theatre through simulating racing, aerodynamic particle flows and exploded component content to mirror the F1 shape above.
Sound – Driving Threat Intelligence
Alongside the Senna MP4-7 of 1992, ‘Sound’ brought Mastercard’s sonic brand to life with custom mixes of the Sonic Anthem & McLaren audio to showcase the technology that protects transactions in real time.
Touch – Verifying your Digital Fingerprint
‘Touch’ was the defining area of the experience space, showcasing biometric digital ID verification. A projection mapped McLaren Artura took centre stage, with guests using live-rendered biometric technology to sign their name which was then projected to reflect Mastercard’s focus on personalised, secure customer experiences.
Scent – The Essence of Experiential Future
Featuring Mastercard’s Optimism and Passion scents alongside a McLaren IndyCar, delegates discovered their scent profile and received their personalised perfume. This sensory storytelling approachdeepened emotional engagement to strengthen brand connection.
Taste – The Taste of Success
The 2025 Lando Norris MCL39 paired with a taste activation examined Stablecoin innovation. Guests sampled the Speedmark Cookie, merging flavour and finance in a nod to the McLaren Mastercard partnership.
The impact
Innovate2025 set a new benchmark for translating complex innovation into a compelling, and multi-sensory brand experience. Through close collaboration with big group, LCI Productions helped transform Mastercard’s future vision into a tangible, interactive journey that resonated with senior global stakeholders.
