Quadrant x Shopify

Bringing motorsport culture to the heart of London

Fans gather around the Quadrant Mod Shop at the Shopify-powered pop-up at Outernet London

10,000

Visitors a 25% increase on the original estimate of 8,000

5.9 million

Impressions

422,000

Engagements

100%

Sell-through of the Silverstone Collection

Fans queue outside the Quadrant x Shopify pop-up at The Now Building at Outernet London

The challenge

When Quadrant, the lifestyle and apparel brand co-founded by Formula 1 World Champion Lando Norris, wanted to bring its community into the physical world, the moment had to matter. Silverstone 2026 was that moment: Norris’s home race and the circuit where he claimed his first British Grand Prix victory in 2025, on his way to becoming World Champion later that year.

Quadrant’s ambition for 2026 was clear: show up in the city, not just at the track, and turn race-week energy into a physical, shareable experience. Working with Shopify, the brand needed a destination that felt authentic to its monochromatic, futuristic identity while capitalising on the cultural charge of a British Grand Prix weekend, and doing it at a scale that could handle thousands of fans in a matter of days.

Approach

Identity was appointed to design, build and run the activation from the ground up: architecture, fabrication, staffing, creative production and on-site execution. We built two connected zones at The Now Building at Outernet on Tottenham Court Road, one of London’s highest-footfall locations: an in-venue pop-up anchored by Shopify POS, and an adjacent LED tunnel takeover outside it, with the Quadrant x Shopify co-brand carried across every surface. At the centre sat the Quadrant Mod Shop, where fans could customise product and step into the Quadrant world through interactive installations, limited-edition drops and creator appearances. Lando Norris himself appeared on launch day, giving the week its centrepiece moment.

A team member customises Quadrant apparel inside the Mod Shop at Outernet London

Two fans display customised Quadrant T-shirts outside the pop-up at Outernet London

Result

Working in true partnership with Shopify, we turned a digital-native brand into a live cultural platform, one that welcomed more visitors than expected, sold through its collection completely, and generated content that carried the conversation well beyond the venue.

“The brief was to create something that feels true to Quadrant’s world and lands with real impact at a moment that matters to its community. That’s exactly what we delivered.”

Meg Webster

Account Director, Identity