Formula 1.

At a global event like Formula 1, the Paddock is a world of its own. It is one of the competition's most restricted areas, frequented by drivers, teams, guests and public figures.

In this setting, Lato was invited to create the artistic identity for the Paddock bar and restaurant during the São Paulo Grand Prix at Interlagos.

The project needed to evoke motorsport, Brazil and São Paulo without borrowing the identity of any particular team.

One of the first references came from the city. The black-and-white pavement pattern associated with São Paulo created a visual connection to the checkered finish flag. From that meeting point, we built a language linking place and motorsport.

More assertive graphics and directional forms heightened the sense of speed and movement. Figures from the world of racing, including a driver and Formula 1 car, became part of a high-impact composition.

Color brought another challenge. Shades strongly associated with specific teams could make the work appear to favor one of them. We instead built more unexpected and varied combinations, creating a vibrant, independent identity in a space that needed to welcome everyone equally.

The project extended beyond the restaurant. Dozens of waste bins across the Paddock received the same artistic language, spreading fragments of that identity through the event and connecting different parts of the space.

In one of the most exclusive settings of a major world sporting event, art connected São Paulo's local identity with the global language of Formula 1.

Scope: Art direction · Murals · Spatial design · Customization