Eastland has taken the chequered flag, hosting an official Formula 1® show car in collaboration with the Australian Grand Prix Corporation.
The show car was displayed at Eastland as part of its immersive fan engagement ‘Expect Northing Less’ experience, which marked the official start of race celebrations ahead of the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 in March.
It was the first time Eastland had hosted a car of this calibre and the first time Australian Grand Prix Corporation had teamed up with Eastland Shopping Centre, lending out the life-sized show car from February 13 to 23.
Encased in glass and protected by around-the-clock security, the show car was the spectacular centrepiece of the Expect Nothing Less activation, which attracted thousands of F1 fans and delivered an unrivalled up-close experience for visitors to the Victorian shopping centre.
As well as a close encounter with a car capable of hitting 330km/h, fans had the opportunity from February 20 to 23 to test their skills in various F1-inspired activities, including a racing simulator, a reaction speed tester, and a VR Tyre Change Challenge, where they could join the virtual pit crew and race their friends.
Ticket giveaways to the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 further raised the bar of the activation.
Eastland General Manager Greg Balmforth said the Australian-first activation thrilled visitors, delivering an experience that rivalled being trackside at Albert Park for the opening race of the F1 season.
“Activations like this give suburban families the big city experiences without needing to travel far,” Balmforth said.
“The Expect Nothing Less fan engagement activation, in particular, underscores Eastland’s commitment to being an important and active community partner which is invested in the wellbeing of those who live, work, play and learn in our region. We are so much more than simply a shopping centre to our valued community members.”
As well as nourishing community connection, the activation provided a foot traffic boost for the shopping centre’s more than 350 retail stores and services.
The F1 celebrations at Eastland were the perfect warm-up event for fans ahead of the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 on March 13-16. The event has entrenched itself in Melbourne’s and the world’s sporting calendar, attracting die-hard enthusiasts from around
the globe.
Set to be an unmissable race, fans can cheer on Australia’s Oscar Piastri and Jack Doohan on their home circuit, while the legendary Lewis Hamilton will make his first race appearance in the iconic red Ferrari.
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