THE TASK
Transform the center of Sofia into a high-adrenaline stage for the Red Bull Showrun — the global event that brings the roar of Formula 1 engines straight to city streets.
EXECUTION
Over the course of eight months, we planned and delivered one of the most complex productions the city has seen.
With a crew of over 300 people, we built a temporary F1-style circuit in the heart of Sofia — complete with grandstands, pit boxes, and all the features of a real racetrack — using more than 2,000 water barriers and 3,000 meters of fencing to safely transform the city’s central boulevards.
Despite the large-scale closures and logistics, excitement swept through the city. More than 40,000 people came out to witness Red Bull’s iconic F1 cars and experience the raw energy of the racetrack — live, loud, and right outside their door.
IQOS
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