FORMULA ONE SHANGHAI 2019

FORMULA ONE CITY CELEBRATION //F1赛车首次驰骋在上海街头

Formula One celebrated its 1000th world championship race at the Chinese Grand Prix in Shanghai. To celebrate this history-making moment, the first ever event of its kind was held at Shanghai’s Xintiandi.

This actually represented a journey between Pure and F1 that was years in the making, highlighting Pure's oft-felt long term view when it comes to client relationships. Two years prior, for a scene-stealing Heineken-led F1 event, Pure had cemented itself as a strong partner for massive-scale events. The following year, Pure worked directly with F1, putting together China's first city Fan Festival. This third event in Xintiandi raised the bar again, with unparalleled complexity in local authority approval, security and health and safety, logistics, talent management, sponsor management... not to mention all of the production, AV, catering and other often-necessary event services.

The track was packed with an all-star cast of diginataries, celebrities and sports stars. Ying Yong, Mayor of Shanghai, together with World Champion and Olympic Gold Medalist Liu Xiang, came to witness the historic moment. China's first world-class F1 driver Zhou Guanyu, a Shanghai native, was invited to demonstrate his outstanding racing skills on the track with his E20 racing car.

The glamour of F1 was not limited to the track - but shined out to every corner of the city. In order to create a full range of immersive experiences for F1 fans, PURE actively negotiated and communicated closely with the local government and related parties to ensure an unprecedented street closure plan around Xintiandi, transforming the ordinary streets into a spectacular "street circuit".With the launch of the 2019 Formula 1 Heineken Chinese Grand Prix, this global event has reached its 1,000th milestone. To celebrate this historic occasion, F1 cars were also demonstrated on the streets of Shanghai for the first time.



近日， F1史上第1000站赛事落“沪”中国，为了庆祝这一历史性的时刻，“喜力F1上海嘉年华” F1中国首场路演在上海新天地精彩启程。
 
这不仅展现了数年间Pure和F1之间的精彩旅程，还突出了Pure在维护客户关系方面的的卓越表现。两年前，Pure通过由Heineken主导的全城瞩目F1赛事巩固了作为大型赛事强有力的合作伙伴地位。在此之后的一年里，Pure更是直接与F1合作，举办了中国首场城市粉丝庆祝活动。今年在新天地举办的第三次活动上，Pure再次将活动标准提高了一个台阶，成功地应对了地方政府审批、安全卫生、物流、人力、赞助商、活动制作、AV、餐饮以及其他复杂的问题。
 
赛道上星光闪耀，不仅有上海市市长应勇先生亲临，还有世界冠军刘翔前来助阵。作为地地道道的上海人，中国首位世界级F1车手周冠宇也驾驶E20跑车应邀在赛道上一展车技，在观众中掀起一阵狂潮。
 
F1的魅力不仅仅局限于赛道，更应该被带到城市的各个角落。为了给F1车迷打造全方位的沉浸式体验，PURE团队积极与市政府及相关单位协商沟通新天地的街道封路事宜，将普通街道化身为“街头赛道”。即使是无法亲临现赛事现场的车迷，也能亲身感受F1呼啸而过的刺激。随着2019喜力F1中国大奖赛的开启，这场令世界瞩目的全球盛典也迎来了它第1000站的里程碑时刻。为了欢庆这一时刻，F1赛车也首次驰骋在上海街头。

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The track was packed with an all-star cast of diginataries, celebrities and sports stars. Ying Yong, Mayor of Shanghai, together with World Champion and Olympic Gold Medalist Liu Xiang, came to witness the historic moment. China's first world-class F1 driver Zhou Guanyu, a Shanghai native, was invited to demonstrate his outstanding racing skills on the track with his E20 racing car.

The glamour of F1 was not limited to the track - but shined out to every corner of the city. In order to create a full range of immersive experiences for F1 fans, PURE actively negotiated and communicated closely with the local government and related parties to ensure an unprecedented street closure plan around Xintiandi, transforming the ordinary streets into a spectacular "street circuit".With the launch of the 2019 Formula 1 Heineken Chinese Grand Prix, this global event has reached its 1,000th milestone. To celebrate this historic occasion, F1 cars were also demonstrated on the streets of Shanghai for the first time.
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From a event management perspective, this event was significant for several reasons:

ACHIEVING THE 'IMPOSSIBLE'
Agency partners and peers keep asking Pure "how did you do it?" The very idea of closing down a street in Shanghai, one that is usually open to car traffic, is unheard of for a commercial event. Pure dared to attempt the difficult, we did our homework properly, we leveraged strong partners, and we made the impossible come true.

THE CITY'S PARTY
A free outdoor event open to the public featuring Grade A local and international celebrities? Many events agencies in China would consider it a recipe for disaster. Approvals, security, not to mention neighbourhood noise complaints... but with thorough planning, intuitive design and by-the-book management, the event went impeccably smoothly.

MULTI-LAYERED PROJECT MANAGEMENT
An event on this scale requires consummate management of every last detail. In terms of project management, the event was compartmentalised to include multiple interaction areas and a live stage, as well as a street race track. Simultaneously main sponsor Heineken held a huge-scale private event in a separate tented space for the duration of the two days, as well as a Fanzone at the actual F1 racetrack in Jiading. Pure demonstrated once again the planning skills, capacity, and resolve to tackle each and every component with the same level of attention and care. 

从活动管理的角度来看，本次活动有以下几个重要的高光时刻：
 
将“不可能”变为可能
一直有合作伙伴和同行在问“你是怎么做到的?” 在上海，封路来举办商业活动的想法是闻所未闻的。Pure敢于尝试应对各种挑战，我们做足了准备，我们与强大的合作伙伴紧密合作，将不可能的事情变为了现实。
 
闹市区的大型Party
一场面向公众开放，云集众多本地和国际顶级明星的免费户外活动对于很多中国的许多活动公司来说会被认为是一场灾难。取得政府批准，安全性，更不用说居民对的噪音投诉等种种困难……Pure凭借周密的计划、直观的设计和照章办事的管理，将活动顺利进行，无可挑剔。
 
多层次的项目管理
如此大规模的活动需要对每一个细节进行完美的管理。在项目管理方面，活动被划分为多个互动区域和一个现场舞台，以及一个街道赛道。与此同时，主要赞助商喜力在一个单独的舞台中举办了一场为期两天的大型的专场活动。Pure再次展现了对每一个环节的规划和管理才能。
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