Experiential agency Team Event has delivered an expanded activation program for Audi during the Australian Grand Prix, extending the brand’s presence from Albert Park to Melbourne’s CBD.
The activation included Audi’s on-track hospitality program at the Audi Trackside Suite, alongside a major off-track fan activation, Audi Revolut F1 Team at Afloat, developed in collaboration with Swiss-based agency Avant Garde.
The campaign marks Team Event’s tenth year working with Audi Australia and its second year delivering the brand’s Australian Grand Prix activity in partnership with the Australian Grand Prix Corporation.
A larger hospitality play at Albert Park
At Albert Park, Audi expanded its Trackside Suite for 2026, adding a third level and increasing daily capacity to 400 guests positioned along the main straight.
The premium hospitality space combined Audi’s minimalist global design language with a local luxury experience, while hosting international stakeholders attending the debut season appearance of the Audi Revolut F1 Team.
(L to R) Nico Hulkenberg and Gabriel Bortoleto, Jonathan Wheatley, and Hayden Cox Credit: Mitch Lowe
The suite also served as the global consumer reveal location for the new Audi RS5 Avant, with appearances by drivers Nico Hulkenberg and Gabriel Bortoleto, team principal Jonathan Wheatley, Audi ambassadors Stephanie Gilmore and Hayden Cox, and former Audi LMP1 driver Allan McNish.
Guests were also served a bespoke dining program curated by Guillaume Brahimi, alongside displays of Audi’s motorsport heritage, including a 1936 Auto Union Type C.
Rebel Barty, general manager at Team Event, said the agency wanted to build on last year’s creative benchmark.
“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 a 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.”
Taking Formula 1 into the CBD
Away from the circuit, Audi also expanded into Melbourne’s city centre through the Audi Revolut F1 Team at Afloat activation.
Credit: Jerome Pelletier
The public-facing installation gave fans access to race car displays, vehicle showcases, and live race viewing across the Grand Prix weekend, designed to bring Formula 1 closer to city audiences beyond Albert Park.
The activation was developed with Avant Garde and formed part of Audi’s broader effort to connect premium hospitality with wider public engagement.
Nick Reid, general manager of marketing at Audi, said the event remains a major brand moment.
“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
Jeff Mannering, Director
Nick Reid, General Manager Marketing
Evangelia Kipichnikov, National Marketing Manager
Victoria Isaac, Senior Executive Loyalty & Experience
Nick Lim, CRM & Loyalty Manager
Jamie Christopoulos, Marketing & Events Coordinator
Claudia Muller, Corporate Comms Senior Exec
Roxanne Salzborn, Corporate Comms Executive
Claudia Rolston, Social Media & Partnerships
Audi Revolut F1 Team
Davide Valsecchi, Brand Activation Manager
Fritsche Ascha, Events & Hospitality Manager
Team Event
Michael Filler, Managing Director
Rebel Barty, General Manager
Jamieson Travis, Head of Production
Delon Price, Head of Design
Ian Davidson, Project Director
Chelsea King, Senior Event Producer
Ria Cresswell, Senior Event Designer
Charlie Capel, Production & Site Manager
Jamie White, Production Manager
Leaht Kalev-Roy, Senior Graphic Designer
Caitlin Jones, Project Coordinator
Avant Garde
Christian Schlueter, Director of Events & Live Marketing
Nicole Siddle, Senior Brand Experience Manager
Emma Schellhorn, Producer
Partners
Fraser Hicks, Australian Grand Prix Corporation
Jamey McIntyre, Australian Grand Prix Corporation
Guillaume Brahimi, Chef, Audi Australia Ambassador and Culinary Curator
Asaf Smoli, Food & Desire
Arianna Tassoni, Food & Desire
Top Image: Regina Magner