Problem
PwC needed its 40x40 booth at AWS re:Invent 2025 to launch a brand-new partnership — Official Consulting Partner of Formula 1 — while still functioning as a real space for product education and client conversations.

Solution
High-energy F1 elements, licensed simulators, a reaction wall, and daily prize giveaways drove traffic and excitement, paired with a tactile, cube-based discovery system that let visitors explore PwC's products through self-guided, large-format digital storytelling.

Outcome
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.