ROBORACE’s | Global Press Presentation
U LA LA produced the global press and B2B launch event for ROBORACE — the world’s first autonomous electric racing series — at MACBA, the Museum of Contemporary Art in Barcelona. The event was timed to coincide with Mobile World Congress, positioning Barcelona as a hub for technological innovation in autonomous vehicles and robotics.
The choice of MACBA as the venue was deliberate — its contemporary cultural setting provided the perfect counterpoint to ROBORACE’s futuristic technology, framing autonomous racing not just as an engineering achievement but as a cultural and creative milestone. U LA LA conceived and delivered every element of the event, from immersive lighting and spatial design to tech-driven display elements, creating an experience that communicated the concept of driverless Grand Prix-style racing to global media and VIP guests with clarity and impact.
The event marked the broader unveiling of ROBORACE’s first fully autonomous racing car and generated significant press coverage and social media traction internationally — with attendees sharing content across multiple languages from inside the MACBA venue.
Production Facts
Client — ROBORACE
Event — Global Press & B2B Launch
Venue — MACBA, Museum of Contemporary Art, Barcelona, Spain
Event Production — U LA LA
Deliverables — Full event concept, design and production
Production Scope
On-site event management
Full event concept and design
Immersive lighting and spatial design
Tech-driven display element design and build
Venue coordination and logistics
Set up and installation management
