In this series, Agency Correspondent Heather Nicholls takes you behind the scenes of the most compelling brand activations and events, uncovering the creative minds and strategic agencies driving them.
In the second edition, we meet INVNT, the agency behind Formula E’s fan village at Monaco E-Prix.
The brief: “Reimagine the fan village for Monaco’s first-ever double-header E-Prix weekend.”
The goal was to evolve beyond the family-focused format of previous years and deliver an experience that elevated the prestige of Monaco, while remaining accessible to a broad, international audience. INVNT interpreted the brief as an opportunity to craft a high-impact environment where innovation, elegance, and emotional connection could coexist, delivering Monaco-style sophistication with a sustainable edge and fan-first attitude.
The result was an immersive, future-forward fan village that electrified Monaco. Over two race days, fans experienced a dynamic lineup of activations, driver appearances, live entertainment, and Monaco-exclusive hospitality, all tied together by a cohesive creative concept.
The experience set a new benchmark for what a fan village can be: refined, resilient, accessible to all audiences and budgets, and radically engaging.
The core idea, The Power of Electric Connection, stemmed from Formula E’s DNA. It’s a sport built on literal energy (electric racing, renewables, EV innovation), but also emotional energy: community, progress, and shared experience. Monaco, with its mix of history, luxury, and high performance, was the perfect canvas to bring this duality to life. INVNT leaned into that metaphor to power every design and storytelling decision.
After aligning on the creative platform, INVNT designed a strategy rooted in four new pillars:
- Engagement
- Enthusiasm
- Elegance
- Eco-Consciousness
These principles guided everything from spatial layout to programming and vendor selection. The team implemented a modular design system, activated local partnerships, and built an agile production plan that could adapt to both a double-header schedule and unpredictable weather. Every asset was intentional, down to the eco-cups and hydration stations.
Throughout the process collaboration was crucial, INVNT worked hand-in-hand with the Formula E Event Experience team to align on vision, brand standards, and sustainability mandates. The agency also curated Monaco-based talent and vendors to bring local authenticity and reduce environmental impact.
The strong working dynamic between client, agency, and suppliers ensured a seamless execution from build to breakdown.
Balancing bold creative ambition with a thoughtfully scoped budget was a motivating design challenge – delivering a premium experience in Monaco, while integrating local food and drink vendors and maintaining high sustainability standards, required smart, resourceful thinking.
INVNT approached it as an opportunity to innovate within constraints, opting for modular, multi-use builds, sourcing 85% of materials locally, and unlocking value through strategic partnerships.
The other major test? A torrential downpour on Day two. Thanks to proactive planning and resilient infrastructure, the fan village never lost its energy, rain or shine, the experience stayed strong.
Formula E was able to showcase its evolution, not just as a motorsport brand, but as a lifestyle and sustainability pioneer. The fan village saw more than 15,000 visitors, kept fans on-site longer, drew in a broader demographic, and created shareable moments that extended well beyond the track. Most importantly, it proved that eco-consciousness and elegance are not mutually exclusive, they’re the future of fan engagement.
Augustin Delicado, VP event operations at Formula E said: “Our Fan Village plays a vital role in making the Monaco E-Prix not just a race, it’s about creating space for new generations to fall in love with Formula E.”
He added: “Together with INVNT, we built an inclusive, sustainable experience that deepens our connection with fans and communities at every level. From live entertainment and our gaming arena to educational exhibits and family-friendly activities – the fan village offered something for everyone to enjoy.”
For INVNT, Monaco reinforced the power of a creative engine. Innovation isn’t always about spending more, it’s about thinking smarter and deeper. It also validated INVNT’s approach to sustainability: when local sourcing, modular design, and meaningful storytelling align, the result is both beautiful and responsible.
