After 60 years, a racing circuit took place for the first time once again in Switzerland in 2018: the FIA Formula E Championships. The route ran right through the middle of Zurich and was ideal for marketing activities by local companies, such as for the global corporation abb based in Zurich. The declared aim was to create an emotionally convincing presence during the Julius Bär E-Prix. An exclusive location was to be designed that brought together a gala atmosphere and brand experience, as well as offering space for various event formats.
In cooperation with Standing Ovation, a three-storey cube visible from afar was built right next to the start and finish line of the racing circuit. A wide variety of events took place here. These included a gala for 350 guests on the occasion of the 30-year anniversary of BBC/ASEA Fusion, the ABB Arena for 1500 employees, the ABB Technology Forum for 400 specialists and an event with 400 guests as part of the race. A roof terrace on the 60-feet-high building also offered the best view of the race, the lake and the mountains. The objective was to bring together a brand experience and visibility, race experience and gala atmosphere, stakeholder meeting place and concert stage, as well as infotainment and relaxation.