I have a dream
TO DRIVE WITH SENNA
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The Dream

True idols never die. Their histories are immortalized in their fans’ memories. There was a time that Brazilian Sunday mornings were TV’s prime time.

When Ayrton Senna was behind the wheel, the whole country would proudly stand before the TV to cheer. Our dream is to remember this feeling, highlighting Senna’s values, and to inspire new generations by presenting to them, a national hero.

"Senna Emotion 2015 was beyond expectations. We take the exhibition to different places in Brazil and realize how much the history and legacy of Ayrton Senna remain alive in the memory and in the heart of Brazilians. More than 90,000 people showed up and could see in each visitor's eyes the excitement of interacting with the details of the career of our three-time F1 world champion. This success makes us want to take the show to other venues in Brazil and even to other countries, as we know that Ayrton Senna is an international idol."

Bianca Senna

Branding Director of the Ayrton Senna Institute

BUILDING THE DREAM

Eternalize an idol

We were able to tell the greatest F1 pilot’s history in an innovative way by conceiving and designing an immersive, expositive circuit that brought Brazil to tears.

We displayed Senna’s conquests, his legacy to the sport, F1 behind the scenes, his personal life, and also what has been built and made by the Ayrton Senna Institute - all of these presented in a magical scenario that unites design, technology, collection items, and multimedia content, forming an emotional story.

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Images of a Life

A digital, interactive book that told Senna’s personal life history and stories of his amazing career through images that celebrated his memory.

Victory Table

An interactive table with remarkable details from his 41 wins and 3 F1 titles. Photos, videos and images, all accessed by touch.

S is for Senna

An incredible lap around Interlagos circuit narrated by Senna himself, in VR.

You are the Champion

Augmented Reality bringing fan and idol together, creating emotional memories. Visitors could take pictures holding the GP Brazil 1991 Cup and take the photography home as a souvenir.

Technologies

- Movement sensors
- Mapped projections
- Video Mapping in virtual car
- Race simulator
- Augmented Reality

  • Client
  • Instituto Airton Senna
  • Year
  • 2015
  • Campaign
  • Senna Emotion

    Main disciplines involved

  • Research
  • General concept and conception of the displayed circuit
  • General management
  • Stand design
  • Industrial design
  • Interface design
  • Mapping Projection creations
  • Content management and production

Senna Emotion

The Impact

Visitors

400.000

Brazilian cities

11

Brazilian states

10

Record of public in one city, Manaus

110.000

(Data collected until 2017)

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