Red Bull Burladero Track Club MotoGP 2016
Red Bull was the title sponsor of the Spanish MotoGP Grand Prix in Jerez de la Frontera: the 2016 Red Bull Spanish Grand Prix.
We were commissioned to carry out a series of projects to promote the brand both at the circuit itself and in the city of Jerez, and the Burladero was one of the most spectacular.
To boost attendance, we devised a space right in the heart of Monte Pelusse (the hottest part of the circuit and the one with the highest footfall), where fans who already had their tickets for the hill could enjoy a spectacular experience through an activation offering the chance to secure a double pass to enjoy either Saturday or Sunday’s races in a pop-up venue that we designed and set up specifically for Red Bull, which we called Burladero.
Members of the public had to buy a Red Bull; they would then receive a code which they could scan at the various checkpoints around the circuit, and if you were the lucky one, you’d gain entry to the Burladero, where, as well as enjoying a unique view of the Circuito de Jerez from its ‘ground zero’, you’d be treated to excellent catering, an open bar and superb service throughout the day.
In addition to this, we had a replica of the HONDA HRC team’s pits, featuring Marc Márquez’s bike, and another of the ROKKIES CUP pit, so that visitors could enjoy a very special pit walk away from the paddock. The event was a resounding success.
Fitting the structure into that space was quite a challenge for us. We designed the structure using tubular steel, creating a three-storey space that blends seamlessly with the uneven ground. It was a challenge that no one had ever tackled before, and one that we were able to overcome after a great deal of research and fine-tuning.
The result? You just have to see for yourselves… A resounding success for the brand, the attendees, the Grand Prix organisers and the circuit itself. Next year will be even better, so: Long live El Burladero!
The photos are copyright of Red Bull and were taken by photographers Sebas Romero and Kuny Diamond
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