Quadrant x Shopify
Bringing motorsport culture to the heart of London
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. Identity was the brand activation agency Quadrant and Shopify brought in for race week, taking the brand off the circuit and into central London.
The challenge
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.
The approach
Identity was appointed to design, build and run the activation from the ground up:
- Architecture
- Fabrication
- Staffing
- Creative production
- On-site execution.
Identity built two connected zones
The zones sat at the Now Building at Outernet on Tottenham Court Road: an in-venue pop-up anchored by Shopify POS, and an LED tunnel takeover next to 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.
The result
Working in partnership with Shopify, Identity gave a digital-native brand its first physical home in London. It welcomed 10,000 visitors against an estimate of 8,000 and sold out the Silverstone Collection, while 5.9 million impressions and 422,000 engagements took it well beyond the venue.
Related work
Experience
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