LEGO China turns Shanghai metro into full-scale F1 experience for Grand Prix activation
To mark the return of the Chinese Grand Prix, LEGO China has transformed Shanghai’s Metro Line 11 – the route connecting the city to the Shanghai International Circuit – into a fully immersive Formula 1-themed experience.
From the outside, the train has been wrapped to resemble a full-length F1 car racing through the city, effectively turning the metro line into an underground race track. The campaign also playfully references Chongqing’s iconic Line 2 train that famously passes through a residential building, reimagining it as a flying F1 train and extending the thrill from subterranean tracks into the sky.
Inside the train, commuters are greeted by LEGO-built F1 team pit garages, featuring interactive trivia and more than 20 hidden Easter eggs for fans to discover – including details like Roscoe’s paw prints and a T-pose George Russell minifigure. Fans who spot the Easter eggs and share them online, tagging LEGO China, are entered for a chance to win prizes.
The activation continues at the station, where iconic racing moments have been recreated with 550,000 LEGO bricks, extending the campaign beyond the train itself.
The activation forms part of LEGO’s global Build the Thrill campaign, which celebrates Formula 1 fandom through immersive experiences that engage fans both physically and digitally.
Credits
Head of LEGO Agency Asia: Annie Boo
Creative Director: Guo Jun
Associate Creative Director: Shuang Sun
Senior Art Director: Jace Wang
Copy Writer: Jiehao Xian
Senior Project Manager: Jingjing Zhang
Business Partnering & Ops Director: Violet Wang
Senior Channel Strategist: Josh Qiao
