Lenovo and Formula 1 Light Up London’s ‘Walkie-Talkie’

July 17, 2025 by guest author, Antonia Hamberger

Lenovo and Formula 1 marked the growing popularity of the sport in the United Kingdom with a 4,250 square metre projection on London’s Fenchurch Building, also known as the ‘Walkie-Talkie’. The projection featured Formula 1 car liveries designed by DJ Roman Kemp and presenter Natalie Pinkham.

The event follows the 2025 Formula 1 Qatar Airways British Grand Prix at Silverstone, which saw an attendance of 500,000 spectators. According to Formula 1, the sport contributes an estimated £12 billion to the UK economy.

Formula 1 has seen big growth in the UK, with 16.7 million people – approximately 25% of the population – identifying as fans. Of this group, 41% are women. Globally, the sport continues to gain popularity among younger audiences, with 42% of fans now under the age of 35, an increase of 11 percentage points over the past seven years.

Lenove/F1 projection mapping on Fenchurch Building in London (Image: Lenovo)

As part of its partnership with Formula 1, Lenovo launched the Race To Create platform, powered by Intel. This tool allows users to design custom F1 car liveries, offering a new form of engagement with the sport outside race weekends.

Lenovo is a global partner of Formula 1 and contributes to various technological development phases within the sport. This includes the use of AI-powered PCs like the Lenovo ThinkPad X9 Aura Edition during testing phases, and the operation of a Media & Technology Centre in Kent, which processes approximately 600 terabytes of data per race weekend for broadcast distribution to over 180 territories.