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Project
Description
Mclaren F1 2050 Project.
On Tuesday 23 October, I was recommended by Intelligent Mobility RCA to attend the Mclaren workshop in Woking headquarter. I had the chance to imagine and propose Service ideas and some little sketches for the future of F1 sport. As the F1 game's popularity among young generations is declining. Patel, Nikhil ( Senior Digital Brand Manager ) mailed me and asked me to further some of their ideas and visualize them, also I can have my own interpretation based on their proposals. My work is allowed to be published after this project is officially released. And I'm glad to see that some of my ideas are really used in the final design.
What do new generations like to do in their leisure time?
How can we shift the stereotype image of the F1 game and make new generations into this sport again?
What makes the audiences lose interest in F1 sport?
What would the World in 2050 look like?
As Digital Technology Progress, we are attracted to much more interactive activities.
1st thing before the project starts is a tour to understand the brand history and value.
What was the brief:
To boost brand popularity and solve the F1 game fan losing problem. The
the desired outcome is to redesign a younger generation-friendly service or set of services that revive the F1racing game in the year 2050.
We set out research to find out reasons and new audience interests in the future. At last, we identified a few keywords, India, Gamify, Audience engagement, GenZ, and younger generations, ( a racing tournament allows anyone no matter young or old, and any physical conditions with qualified skills to join). This project was a full collaboration with designers from all backgrounds, Textile to service design and product designer, marketing manager, design researcher industrial designer, mobility designer, engineer the final design is a series of events and a vision of how the racing event will be held. The final business model of the F1racing game is reformed by engaging the younger audiences via gamified fan-team interaction system.
An imageboard study. To identify the trend of young generation's interest.
Fast pace, excitement, digital, gamified. Digital platforms are the most preferred format channel of the young generation's communication.
Besides, society is pushing for a much faster life pace, more and more instant relaxation options are emerging, taking younger generations away from traditional long and time-consuming events, such as F1. Gender equality and individual rights are much more appreciated among younger generations, they do want their voice to be heard and want to express themselves.
"In the future, everyone will be world-famous for 15 minutes."----Andy Warhol.
We are at the edge of the open stage, everyone can be on a stage as long as he/she wants. More and more quick ways to share new things, events, even daily stories. Traditional media is losing popularity and its influence, information is now much more decentralized. Anyone can be a producer. I can choose what I want to see, and no longer be bothered by switching between channels to find a less boring show to kill my time. Everyone wants to know everything, also everyone is afraid of missing out. FOMO effect is and will be the new norm for the future.
Esports is a combination of fast pace, excitement, adrenaline rush, and easy access. Everyone is a part of it and can be the center of the spotlight for a short while. With the push of new electronic device development, Esports is progressing faster. The low barrier entry makes people enjoy it even if they have only 5 minutes waiting at the bus station on their phones. AR and VR technology is catching up, presumably in the short term future, digital gaming can be a new way of socializing or social topic even social currency among all generations. Thus, a new F1 game strategy based on digital entertainment features was proposed.
Esports world championship is also a major event in the world for younger generations which is much more popular than F1. There was an idea of how F1 could merge into one of many Esports events or become partially a sector of Esports. Such as using a gaming system to choose good racing talent from the neighborhood to make the F1 game open to all talents. Race ranking system can take fans' performance into consideration as they co-taking part in a virtual game at the same time when their supported team is taking the real game. VR-AR simulation was considered to allow some fans to experience the real driving journey in a certain game.
Design
Final Gamified audience engagement is the final direction to take forward for service design.
Two different proposals, aiming to bring some new features into the design.
Two different proposals, aiming to bring some new features into the design.
Images above and below show some early themes of vehicle ideas. A much more dynamic and free of wind drag form was proposed, to make the vehicle much more distinctive from current F1 vehicles.
Also, more shapes and structures are considered. F1 in 2050 doesn't mean it is the same F1 in-game rules and vehicle construction. We are encouraged to rethink what the shapes and forms are, but also need to take how the games run into consideration. As gamified elements would be in the F1 racing, the vehicle may contain more technology components in order to share its racing performance data. Also as the game gets much more complicated, driving assistance units may also be needed. Just like the blue vehicle in the picture above. A silver round-shaped droid sits next to the cabin, to provide game live visual data, co-piloting the racer during the game.
A sketch was chosen from the Mclaren team as a reference.
Final Vehicle Design
The final proposal is much more retro in styling, giving a classic feeling. Quick renders on Mclaren's reference sketch.
A Very simple form. On top of cabin glass, I created a little spine with a flared surface. This feature has been kept to the final design of the vehicle.
Spine on Final Design model
Side view sketch
Racing Rules design illustrations (Gamified) Process
As the technology advanced, I was proposing a possible artificial moon ( a Ring ) that orbits around the equator, as a new settlement or sightseeing attraction. Racing games will be happening there.
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The Kardashev scale is a method of measuring a civilization's level of technological advancement based on the amount of energy it is able to use. In the year 2050, it would be the human race's opportunity to build more outer space facilities and be ready to become a Type I civilization. There will be some small cities, a space greenhouse for vacation.
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My final proposal: The Infinity Ring 24 hours F1 racing.
Background of space racing.
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Ring's history.
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The Game.
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Official final Design
The official racing track did reference some of my previous design proposals, but the setting is on earth. The digital theme is kept.
Drone racing is kept as an extra detail for earning extra scores and points for the final rank to make the game much more exciting and engaging.
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