For PwC’s 40x40 booth at AWS re:Invent 2025, the goal was to showcase PwC’s new partnership as Formula 1’s Official Consulting Partner while creating an engaging space for product education and client conversations. High-energy F1 elements—licensed simulators, a reaction wall, and daily prize giveaways—drove traffic and excitement, while a tactile, cube-based discovery system enabled visitors to explore PwC’s products through self-guided, large-format digital storytelling. The result was an immersive, welcoming environment that balanced Formula 1 energy with PwC’s new brand identity, strengthening visibility, encouraging meaningful engagement, and elevating PwC’s presence on the show floor.