During the 2026 Formula 1 Australian Grand Prix, experiential agency Team Event delivered on site programs for Audi Australia across Melbourne’s Albert Park and CBD, spanning premium hospitality, public activations and vehicle launches.
Running from March 5-8, the work spanned on-track hospitality at the Audi Trackside Suite, as well as a major off track activity; Audi Revolut F1 Team at Afloat in collaboration with Swiss based agency Avant Garde.
Team Event is an experiential and special events agency with an emphasis on spatial design, immersive environments, and elevated luxury brand experiences. Operating at the intersection of creativity, strategy, and production, the agency designs and delivers bespoke, high-impact brand moments across the automotive, luxury, and lifestyle sectors.
Since its inception in 1999, Team Event has crafted intricate, multi-sensory experiential storytelling that connect audiences and brands in meaningful, memorable, and emotionally resonant ways. 2026 marks the 10th year of the partnership with Audi Australia and the second year working together to deliver Audi Australia’s partnership with the Australian Grand Prix Corporation.
Says Rebel Barty, general manager, Team Event, “Last year we set such a high bar creatively and honed our execution after several years on track at the GP, but our team have really worked tirelessly over the last eight months to develop a proposition for 2026 that is a step forward in luxury experience for Audi Australia and their guests. At Team Event we always ensure we’re at the forefront of design, culinary and lifestyle trends, but we’ve worked hard to ensure real connection to the Audi brand in a way that authentically honours their history and the nuance of the stories they are telling here at the Melbourne Grand Prix.”
At Albert Park, Audi expanded its Trackside Suite for 2026, introducing a third level and increasing capacity to 400 guests per day along the main straight. The premium hospitality space balanced Audi’s minimalist global design language with the expectations of a luxury Australian audience, while hosting international stakeholders attending the debut season appearance of the Audi Revolut F1 Team.
The suite also served as the Global Consumer reveal location for the new Audi RS5 Avant, with appearances from Audi Revolut F1 Team drivers Nico Hulkenberg and Gabriel Bortoletti, Team Principal Jonathan Wheatley, Audi Australia ambassadors Steph Gilmore and Hayden Cox as well as Audi LMP1 Driver Allan McNish. From Friday to Sunday guests experienced a bespoke dining program curated by chef Guillaume Brahimi alongside displays celebrating Audi’s motorsport heritage, including a historic 1936 Auto Union Type C race car.
Extending Audi’s presence beyond the circuit, the Audi Revolut F1 Team at Afloat activation, developed in partnership with agency lead Avant Garde, brought Formula 1 into Melbourne’s CBD giving fans access to race car displays, vehicle showcases and live race viewing throughout the Grand Prix weekend.
Says Nick Reid, general manager marketing Audi Australia, “The Melbourne Grand Prix is one of the most important moments on our calendar, and Team Event helped us elevate Audi’s presence to an entirely new level this year. From the expanded Trackside Suite to our first CBD fan experience with the Audi Revolut F1 Team, their approach ensured every touchpoint reflected the precision, progress and premium hospitality our brand stands for. We’re proud of what we achieved together in 2026.”
Credits:
Audi Australia
Jeff Mannering, Director
Nick Reid, General Manager Marketing
Evangelia Kipichnikov, National Marketing Manager
Victoria Isaac, Senior Executive Loyalty & Experience
Nick Lim, CRM & Loyalty Manager
Jamie Christopoulos, Marketing & Events Coordinator
Claudia Muller, Corporate Comms Senior Exec
Roxanne Salzborn, Corporate Comms Executive
Claudia Rolston, Social Media & Partnerships
Audi Revolut F1 Team
Davide Valsecchi, Brand Activation Manager
Fritsche Ascha, Events & Hospitality Manager
Team Event
Michael Filler, Managing Director
Rebel Barty, General Manager
Jamieson Travis, Head of Production
Delon Price, Head of Design
Ian Davidson, Project Director
Chelsea King, Senior Event Producer
Ria Cresswell, Senior Event Designer
Charlie Capel, Production & Site Manager
Jamie White, Production Manager
Leaht Kalev-Roy, Senior Graphic Designer
Caitlin Jones, Project Coordinator
Avant Garde
Christian Schlueter, Director of Events & Live Marketing
Nicole Siddle, Senior Brand Experience Manager
Emma Schellhorn, Producer
Partners
Fraser Hicks, Australian Grand Prix Corporation
Jamey McIntyre, Australian Grand Prix Corporation
Guillaume Brahimi, Chef, Audi Australia Ambassador and Culinary Curator
Asaf Smoli, Food & Desire
Arianna Tassoni, Food & Desire
