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My second Hot Wheels collaboration is coming next month. I’m excited!

It’s another key moment in the 935X story.

For this project, we’re creating custom wheels so that the full-size 935X mirrors the 1:64 scale diecast. And we’re taking the details seriously.

It’s a collaboration with @dlng.designs on the design, @str_racing on engineering and manufacturing, and @phiaro.inc in who will produce the special three-piece turbofans.

Some pretty ambitious plans here. Watch the video to see how we’re bringing them to life.

PROJECT PARTNERS

@bisimoto
@str_racing
@dlng.designs
@phiaro.inc
@moonlightrunners
@inozetek
@rennline
@toyotires
@hotwheelsofficial
@race.service
@9elevenheadlights
@momomotorsport
@machine.aesthetic.official

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MoNTEREY OuR WAy.

Grateful to @race.service for bringing us along to help shape this one with @bentleymotors and @tutto.bene.hillclimb. Another dream project @ the massive week up north 🌀

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Coming soon. A new collab with @hotwheelsofficial Much excite!

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Summertime hangs at the shop.

📸 @taylorbrobbins

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We tried football, but really figured we should stick to our hacky ritual.

Discover the new drop now online at RaceService.store and in-store at Race Service.

5126 Venice Blvd.
Los Angeles, CA 90019
Mon–Fri, 12pm–5pm

🎥 @carlosuriosteguii

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Dancin on that bottle till we lightning 💥

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And here is the final part of the GEN4 entryway experience we designed for the @fiaformulae race car launch at Paul Ricard Circuit last week.

Throughout the sequence, our aim was to alter expectation and engage multiple senses before the final reveal.

The climax was the attendee’s first encounter with the GEN4 itself, presented on stage against a large LED screen featuring motion graphics animations built from the identity system developed by @race.service graphic designer @grantarts for Formula E. The motion graphics and animations were then created by my long time collaborator @kadimanicolas over the course of many weeks.

The main major sensory layer was the subsonic installation by Berlin based sound artist @stefanieegedy , creating a visceral physical experience as low frequencies moved through the body while attendees encountered the race car for the first time. It was truly amazing.

Also integrated into the scene was laser mapping by @masternader, synchronising lasers with both the motion graphics and the livery design to project texture, movement and graphical overlays across the car itself.

We also designed the GEN4 livery as part of this wider identity system, developed with @grantarts with the livery design executed by team member @seanbulldesign

A big thanks to Formula E for commissioning our Race Service crew to come together and pull this project off. We’ve been working on this event since October of last year, and it was fantastic to finally bring it all together. Props to @ellietory @aoaidan @turhan23 @fiaformulae for backing our creative vision on this one. Also thanks to all of the logistics and technical teams who supported the production. Photos by @photosbyfrancois for @race.service

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Let’s step through the concept and experiential design programme behind our @race.service production for the @fiaformulae GEN4 car launch.

This was the second major immersive space we created, referred to internally as the Red Lab.

The room itself was originally a very mundane back office within the pit lane garages at Circuit Paul Ricard, so the challenge was to create a complete science fiction world while working within the constraints of a very average space.

Our solution was to transform it into a working laboratory devoted to the production of the event itself, while also serving as a tactile exploration of the many layers of the GEN4 race car. Engineering drawings, livery studies, diagnostics, statistics, and developmental artefacts all featured throughout the room.

The major feature was a temporary light table installation, surrounded by multiple art prints produced across a wide variety of materials and finishes, from paper stocks to transparent and waxed plastics. The aim was to trigger a broader sensory response through tactility, smell, and custom soundscape.

The realization of The Red Lab was very much the brainchild of project art director @grantarts

We also featured two further characters, played by @itsmirandachan and @amandadonato3 whose movement language drew from Butoh and more abstract physical disciplines. Their role was to transport the audience further through choreography and alien-like presence. Styled by @veniacollection and fitted with custom wearable scanners and body computers by @masternader

To complete the atmosphere, the room was flooded with red lighting and haze.

From there, guests entered a white corridor we called the Cleansing Ramp, featuring its own custom soundscape, intense bright light, and elevated heat to prepare them for their final encounter with the GEN4 race car.

More on that in the next post. Photos by @photosbyfrancois for @race.service

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A quick video from our @race.service @fiaformulae GEN4 Unleashed setup day at Paul Ricard Circuit in the south of France, with all of these people who’ve flown in from around the world. A lot of them are from my community in Los Angeles.

In this video I’m walking around between tables, taking a moment to acknowledge the connections between people, the crew, the interpersonal relationships that come together and light you up, as a person and a creative. Much appreciation to our family: @annanotebaert @littledinosaur @jelle_dejaegere @photosbyfrancois @masternader @grantarts @stefanieegedy @ninocence @itsmirandachan @amandadonato3 @veniacollection @shoottheproducer @jacobchills

These are all incredible people and many are my close friends, because these projects can be as much about collaboration and the enjoyment of each other, the sharing of energy, as it is about the final result.

A big thanks to everyone who’s a part of this project. I’ll be going through it in a lot more detail in the coming days.

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A quick video walk through of the experience design our @race.service crew designed and produced for the @fiaformulae GEN4 Unleashed race car launch at Paul Ricard circuit in the south of France. This is without the haze effects and some of the NPC characters + lighting effects. We had a huge team on this project but in terms of this experience design you see in this video, I need to call out @grantarts for the art direction and concepting, @masternader for the technical experience elements, @jordybirch for custom sound design (which you hear here) @kadimanicolas for motion GFX animations, @seanbulldesign for the car livery and @stefanieegedy for the subsonic installation. A massive thanks to all of the producers and project managers from RS and Formula E as well as all of the contractors who helped us execute these visions in my head! I also need to give a special thanks to fellow Race Service team mate @annanotebaert who supervised our mad band of creative mavericks 🙏🏽🙏🏽🙏🏽 My wardrobe for the event was provided by @veniacollection more about this project to follow!

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