The speed of Formula 1 came to Melbourne retail this weekend with ‘The Fit Lane’, an experiential campaign in Universal Store Melbourne Central created by 2045.
The Fit Lane challenged fans to get fitted out in record time, racing against the clock to get race-ready in the fastest possible time. All inspired by McLaren’s world record pit stop of just 1.80 seconds set by Lando Norris and his teammates in 2023.
F1 fans who completed their fitting in under 20 seconds qualified for spot prizes, with the fastest overall times earning entry into a prize draw for two tickets to the Melbourne Grand Prix.
The activation brought the theatre of the pit lane into Melbourne retail, turning the fitting room into a moment worth racing for.
Christopher McKee ECD 2045 said: “It’s a totally bonkers thought, but then again, so is F1. Disrupting what is commonly a quiet, solitary experience and contrasting it with the energy of the fastest sport on earth was real podium thinking.”
Taking place during Melbourne’s Formula 1 weekend, The Fit Lane invited fans to test their speed while viewing the Mitchell & Ness x McLaren collection.
