Celebrating the success of the United Arab Emirates capital’s bid for the rights to host a Formula 1 Grand Prix from 2009, the event was attended by various dignitaries from the region and the world of Formula 1 as well as a huge public gallery. The Festival featured the largest gathering of current Formula 1 drivers and cars ever seen outside of a Grand Prix.
Icon was contracted to coordinate the design elements and direct the application of branding & signage around the track. Icon was also tasked with the production and installation of the huge variety of items at the prestigious launch event.
Working as one of the appointed agencies involved on the project, Icon utilised its network of partners throughout the Gulf region and managed an install team of 20 men whilst on site. One of the major challenges Account Director Justine Mills was faced with was the limited time to work in, with only two weeks from initial briefing to the event being staged.
The range of clients and projects benefiting from Icon Middle East’s expertise is growing rapidly and in the last six months has included the Commercial Bank Qatar Masters at the Doha Golf Club, Team China’s facilities at the Asian Games, Wheels ‘n Heels for the Qatar Foundation and the new Hyundai Doha electronics showroom.
Icon Display has an impressive track record working in most major sports as well as becoming increasingly involved in organizing the signage at major exhibitions and conferences. Some of Icon’s highest profile work is in football where they work for UEFA on the European Championships as well as the Champions League and for FIFA on the 2006 World Cup. The company also played a major part in helping London to win the 2012 Olympic bid producing all the promotional signage and displays for the bid.
