Cognition designed and produced a series of interactive experiences, while also leading the lighting and audio design to transform the brand’s footprint into a high-energy fan destination. Through dynamic lighting cues and race-inspired sound design, every moment of the experience was amplified to evoke the intensity and atmosphere of a live Formula 1 pit lane.
Upon entering, guests quickly registered before stepping into the Liquid I.V. F1 Vegas Pit Stop Challenge, where they raced against the clock to change a wheel on an F1 car. Cognition’s synchronized lighting and reactive audio heightened the pressure and excitement, creating a fully immersive, competitive moment. Top performers earned spots on a live leaderboard, while participant data was seamlessly captured for post-event engagement.