Speed, precision, and progress are easier to understand when people can feel them in motion.
At Microsoft Build 2026 at Fort Mason Center in San Francisco, we helped Sparks bring its client’s message to life with our Racing Chairs. The experience featured Formula 1-style racing with Mercedes-AMG PETRONAS F1 Team cars, giving attendees a fast, hands-on way to engage with a partnership built around performance, innovation, and technology.
Built Around the Partnership
The activation connected directly to the collaboration between Microsoft and the Mercedes-AMG PETRONAS F1 Team, where Microsoft serves as an Official Principal Partner.
On-site messaging read: “Frontier Transformation Drives Innovation, Performance, and Progress.” Instead of letting that line live only on signage, the activation turned it into something attendees could experience in real time.
Custom Branding, Clean Execution
To make the experience feel fully integrated, we created a custom base featuring both the Mercedes-AMG PETRONAS F1 Team logo and the Microsoft logo.
That detail helped ground the activation in the larger brand story. The setup felt polished, intentional, and directly tied to the partnership rather than placed beside it.
Why It Worked
Sparks is a global brand experience agency known for creating exhibits, events, and live experiences for leading brands. For this activation, Sparks brought the larger partnership story into the room with a high-energy, hands-on concept built around speed, performance, and innovation.
The activation supported the collaboration between Microsoft and the Mercedes-AMG PETRONAS F1 Team, where Microsoft serves as an Official Principal Partner. With messaging centered on “Frontier Transformation Drives Innovation, Performance, and Progress,” the experience turned the partnership’s focus on technology, data, and performance into a racing moment attendees could actually take part in.
