Carlos GalgueraDesign & Art Direction Mexico City, MX
All work12 / 15

Santander Formula 1

Event Art Direction

Track energy, abstracted.

THE CONTEXT

For Santander’s Formula 1 hospitality experience in Mexico, the concept and art direction drew on the rhythm and geometry of racing circuits. An abstract pattern captured their energy while bringing Santander and Ferrari’s visual worlds together.

THE APPROACH

The system was designed to scale from environmental graphics and furniture to lanyards, coasters and event details. One graphic language connects the large spaces and small physical touchpoints of a cohesive, memorable hospitality experience.

Santander Formula 1 circuit-pattern coasters arranged as an architectural editorial still life
Santander Formula 1 hospitality pavilion with a red circuit-pattern reception wall
Charcoal circuit-pattern photo backdrop inside the Santander hospitality marquee
Overhead view of the closed Santander paddock kit on a neutral background with subtle black spot varnish
Overhead view of the open Santander paddock kit with cap and metal pins inside, a vertical credential and four widely spaced wristbands arranged alongside
Charcoal, silver and red Santander Platino Plus Tyvek wristbands on a reception counter
Red woven Santander Platino Plus bracelet with a black closure
Red Santander lanyard and Paddock Club and Platino Plus guest badges
Santander circuit-pattern coasters on a hospitality table with a glass of water
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