23 June 2021 | David Young
Silverstone will next year play host to an all-new experiential motoring event, Switch Live, which is being created to entertain and inform everyone interested in sustainable mobility
Hosted in and around the iconic race venue from 26 to 29 May 2022, Switch Live will offer companies an unrivalled opportunity to showcase their electric cars and mobility solutions to a mainstream consumer audience on road, on the famous Grand Prix circuit and within the venue's indoor exhibition space.
In developing Switch Live, the organisers placed specific focus on maximising return on investment for exhibitors and partners, and on creating something that is truly experiential and fun for visitors. Recognising the importance of test drives for driving lead generation and sales conversion in modern motor retail, Switch Live will offer exhibitors the opportunity to truly showcase the dynamics of their cars.
Those who exhibit at Switch Live will occupy 'brand experience hubs' centred around the Silverstone paddock garages that have been created to suit the demands of Formula One teams. This ensures that space costs, and the associated production expenditure to dress that space, can be kept at minimal levels. It also eradicates the environmental impact associated with the production of large conventional stands.
A mix of dynamic entertainment – many highly interactive – will help pull in the crowds and entertain a family audience. Out on the venue's world-class race circuit, Switch Live will feature thrilling, high-speed motorsport demonstrations from contemporary and next-generation formulae, and famous race drivers and iconic cars will be on hand to wow the public and put on showcase displays.
Inside the Silverstone Wing will be an entertainment-focused live exhibition – to include virtual-reality experiences; advanced driving simulators; e-sports displays and competitions; immersive soundscape theatre demonstrations and displays of future connected-car technologies. Parts of the facility will be given over to presentations of how motoring can be a sustainable and integrated element of the 'smart home' and changing lifestyles.
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