The 2026 Formula 1 Australian Grand Prix is a once-a-year carpe diem moment for car brands. This year, experiential agency, Team Event, gave Audi Australia the spotlight, delivering on site programs across Melbourne’s Albert Park and CBD, spanning premium hospitality, public activations and vehicle launches.
The work, running March 5-8 work, spanned on-track hospitality at the Audi Trackside Suite, as well as a major off track activity, the Audi Revolut F1 Team at Afloat, in collaboration with Swiss agency, Avant Garde.
At Albert Park, Audi expanded its Trackside Suite for 2026, introducing a third level and increasing capacity to 400 guests per day along the main straight. The premium hospitality space balanced Audi’s minimalist global design language with the expectations of a luxury Australian audience, while hosting international stakeholders attending the debut season appearance of the Audi Revolut F1 Team.
The suite also served as the global consumer reveal location for the new Audi RS5 Avant, with appearances from Audi Revolut F1 Team drivers, Nico Hulkenberg and Gabriel Bortoletti; team principal, Jonathan Wheatley, Audi Australia ambassadors, Steph Gilmore and Hayden Cox; as well as Audi LMP1, driver Allan McNish. From Friday to Sunday guests experienced a dining program curated by chef Guillaume Brahimi alongside displays celebrating Audi’s motorsport heritage, including a historic 1936 Auto Union Type C race car.
2026 is Team Event’s 10th year of the partnership with Audi Australia and the second year working together to deliver Audi Australia’s partnership with the Australian Grand Prix Corporation.
Rebel Barty, general manager, Team Event, stated, “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. 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.”
Extending Audi’s presence beyond the circuit, the Audi Revolut F1 Team at Afloat activation, brought Formula 1 into Melbourne’s CBD giving fans access to race car displays, vehicle showcases and live race viewing throughout the Grand Prix weekend.
Nick Reid, general manager marketing Audi Australia, added, “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. 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.”
Credits:
Audi Australia
Director: Jeff Mannering
General Manager Marketing: Nick Reid
National Marketing Manager: Evangelia Kipichnikov
Senior Executive Loyalty & Experience: Victoria Isaac
CRM & Loyalty Manager: Nick Lim
Marketing & Events Coordinator: Jamie Christopoulos
Corporate Comms Senior Executive: Claudia Muller
Corporate Comms Executive: Roxanne Salzborn
Social Media & Partnerships:Claudia Rolston
Audi Revolut F1 Team
Brand Activation Manager: Davide Valsecchi,
Events & Hospitality Manager: Fritsche Ascha
Team Event
Managing Director: Michael Filler
General Manager: Rebel Barty
Head of Production: Jamieson Travis
Head of Design: Delon Price
Project Director:Ian Davidson
Senior Event Producer: Chelsea King
Senior Event Designer: Ria Cresswell
Production & Site Manager: Charlie Capel
Production Manager: Jamie White
Senior Graphic Designer: Leaht Kalev-Roy
Project Coordinator Avant Garde: Caitlin Jones
Director of Events & Live Marketing: Christian Schlueter
Senior Brand Experience Manager: Nicole Siddle
Producer Partner: Emma Schellhorn
Australian Grand Prix Corporation: Fraser Hicks & Jamey McIntyre
Chef, Audi Australia Ambassador and Culinary Curator: Guillaume Brahimi
Food & Desire: Asaf Smoli & Arianna Tassoni
