Imagine that for a moment.
The Vision
For TAG Heuer’s return as the Official Timekeeper of Formula 1, Rapt transformed Tabernacle Street, Europe’s largest mural site, into a high-octane digital experience. By mixing visual art with projection mapping, the street became a living, breathing landmark for the city.
The goal was to celebrate the partnership between TAG Heuer and Formula 1 through a massive public intervention. Rapt turned a stationary mural into a dynamic racetrack that captures the speed and precision of the sport. The project used the urban scale of London to create a landmark that reflects the energy of both the brand and the city.
The Creation
The process involved a complex synthesis of static art and motion. Rapt worked alongside Global Street Art, who helped design and painted the mural.
Using projection mapping, the studio animated the hand-painted work, allowing the art to evolve as day turned to night. The technical focus was on this transition, ensuring the piece remained impactful in daylight before igniting after dark. Digital F1 cars were engineered to tear across the wall, creating a sense of constant movement across the building's surface.
The Moment
The impact hits as the sun sets and the mural begins to glow.
Passerbys witness the sudden ignition of the interactive track as F1 cars scream across the architecture. It is a physical encounter that shifts the scale of the street, making the audience feel the speed of the race in an urban environment.
