TEAM EVENT ELEVATES AUDI’S PRESENCE AT AUSTRALIAN GRAND PRIX WITH EXPANSIVE LUXURY EXPERIENCE

Experiential agency Team Event delivered a series of premium hospitality and public activations for Audi Australia during the 2026 Australian Grand Prix in Melbourne. Spanning Albert Park and the CBD, the programme included an expanded Trackside Suite, a vehicle reveal, and a city fan activation celebrating Audi’s debut Formula 1 season.

Experiential agency Team Event has delivered an expansive series of brand experiences for Audi Australia during the 2026 Australian Grand Prix, raising the bar for luxury hospitality and fan engagement across Melbourne’s Albert Park circuit and the city’s central business district.

Running from 5 to 8 March, the programme combined high-end trackside hospitality with public-facing activations and vehicle showcases, marking a significant moment for Audi as it entered its debut season in Formula 1 with the Audi Revolut F1 Team.

At the heart of the on-track experience was the Audi Trackside Suite at Albert Park, which was expanded for 2026 to include a third level and increase capacity to 400 guests per day along the main straight. Designed to balance Audi’s minimalist global aesthetic with the expectations of a luxury Australian audience, the suite hosted international stakeholders and VIP guests attending the Grand Prix weekend.

The venue also served as the global consumer reveal site for the new Audi RS5 Avant. The unveiling was accompanied by appearances from Audi Revolut F1 Team drivers Nico Hülkenberg and Gabriel Bortoleto, Team Principal Jonathan Wheatley, Audi Australia ambassadors Steph Gilmore and Hayden Cox, and Audi LMP1 driver Allan McNish.

Guests attending the suite from Friday to Sunday were treated to a bespoke dining programme curated by renowned chef Guillaume Brahimi. The hospitality offering was complemented by displays celebrating Audi’s motorsport legacy, including a historic 1936 Auto Union Type C race car, linking the brand’s racing heritage with its new Formula 1 chapter.

Beyond the circuit, Team Event also helped extend Audi’s presence into the city with the Audi Revolut F1 Team at Afloat activation in Melbourne’s CBD. Developed in collaboration with Swiss-based agency Avant Garde, the waterfront experience brought the energy of Formula 1 to the public through race car displays, vehicle showcases and live race viewing throughout the Grand Prix weekend.

Founded in 1999, Team Event operates across Sydney, Melbourne and Singapore and specialises in experiential and special events, with a focus on spatial design, immersive environments and luxury brand storytelling. The agency works across automotive, lifestyle and premium sectors to create high-impact brand experiences that connect audiences and brands through multi-sensory engagement.

The 2026 Grand Prix programme also marked the tenth year of partnership between Team Event and Audi Australia, and the second year collaborating on Audi’s involvement with the Australian Grand Prix Corporation.

Rebel Barty, general manager at Team Event, said the agency sought to build on previous years’ work by pushing the creative and experiential boundaries further. “Last year we set such a high bar creatively and honed our execution after several years on track at the GP, but our team have really worked tirelessly over the last eight months to develop a proposition for 2026 that is a step forward in luxury experience for Audi Australia and their guests,” she said.

“At Team Event we always ensure we’re at the forefront of design, culinary and lifestyle trends, but we’ve worked hard to ensure real connection to the Audi brand in a way that authentically honours their history and the nuance of the stories they are telling here at the Melbourne Grand Prix.”

Nick Reid, general manager of marketing at Audi Australia, said the collaboration helped elevate the brand’s presence at one of the most important events on its calendar. “The Melbourne Grand Prix is one of the most important moments on our calendar, and Team Event helped us elevate Audi’s presence to an entirely new level this year,” he said.

“From the expanded Trackside Suite to our first CBD fan experience with the Audi Revolut F1 Team, their approach ensured every touchpoint reflected the precision, progress and premium hospitality our brand stands for. We’re proud of what we achieved together in 2026.”