Ayrton Senna in 3D: Immersive and interactive exhibition recreates the life of the Formula 1 icon

On May 1st, the date that marks the 30 years of the Formula 1 driver’s legacy and three-time champion Ayrton Senna da Silvadebut at the mall VillageMallin Barra da Tijuca, Rio de Janeiro, the exhibition “Me, Ayrton Senna da Silva – 30 Years”, an immersive and interactive exhibition that reveals the pilot’s personal and professional trajectory. The installation, which was successful during its visit to São Paulo, Porto Alegre and Recife, will occupy 600m^two of the mall’s Events Area, where it will remain on view until the day June 23.

In the exhibition “Me, Ayrton Senna da Silva – 30 Years”, who drives the narrative is the Formula 1 driver, who invites visitors to discover and remember his brilliant career, from his own perspective. This proposal was only possible thanks to the use of innovative technologies with realistic 3D modeling combined with artificial intelligence voice generation. Through multisensory technologies and immersive scenarios, the exhibition promotes an exciting synesthetic journey, based on the values that have always guided the champion – and to this day inspire many Brazilians: motivation, dedication, determination, determination and overcoming.

In this exhibition, visitors will be able to discover some of the driver’s childhood memories, his passion for speed, his hobbies and some of his personal objects, such as the jumpsuit in which Senna won the Brazilian GP, at the Interlagos Circuit, in 1993. , and the helmet used in his victory in the European GP, at the Donington Park circuit, in the United Kingdom, in the same year. The public will also get into the atmosphere of the driver’s most electrifying races, see real F1 tires, experience Senna’s remarkable skill with mechanics, as well as remembering memorable moments, such as the period when he lived in England. Finally, a dive “into the driver’s mind” in the room with carefully selected audio files so that the listener can reflect on Senna’s thoughts.

“We are happy to bring to Rio de Janeiro, for the first time, the exhibition ‘I, Ayrton Senna da Silva’, as part of the legacy’s 30th anniversary celebrations. It’s a great opportunity to learn about and revisit Ayrton’s story in a unique way, told by him with the help of Artificial Intelligence technologies. An exciting discovery both for fans who saw him race and for new generations”, says Bianca Senna, CEO of Senna Brands.

“The exhibition was conceived as if it were told by Ayrton himself. In this exciting circuit we delve into their memories, childhood memories, hobbies, we uncover their victories, their desires and dreams. To build this narrative, we used state-of-the-art and extremely innovative technologies, such as realistic 3D modeling combined with artificial intelligence voice generation,” says Karina Israel, CEO of YDreams Global.

Considered one of the main drivers in the history of motorsport and one of our country’s greatest contemporary heroes, Ayrton Senna da Silva has a victorious and recognized image in the four corners of the world. The driver won 41 victories in Formula 1, 65 pole positions and three world championships. During his career on the track, Senna competed in all categories: Kart, Formula Ford (1600 and 2000), Formula 3 and Formula 1, in addition to having worked for four major teams: Toleman, Lotus, McLaren and Williams.

The exhibition is divided into ten thematic areas: “This is My Story”, “Here I Am the Alley: Childhood Memories”, “Passion for Speed and Other Hobbies”, “Kart Room: Ayrton’s Workshop”, “England – Moment of Choice”, “Inside My Mind”, “King of the Rain”, “Vencer é Possível”, “Senna Me Inspira” and “Very Far Front”. Through these environments, visitors are invited to take an exciting journey through the pilot’s history, through multisensory experiences.

“Me, Ayrton Senna da Silva – 30 Years” has already been presented in São Paulo (Shopping VillaLobos, 2019), Porto Alegre (Barra Shopping Sul, 2023) and Recife (Shopping Recife, 2023), but is unprecedented in Rio de Janeiro, where it will be shown on May 1st, the date of passing of our idol, until June 23rd.

Conceived and developed by YDreams Brazilan international company specialized in immersive and interactive technology, and carried out in partnership with Senna Brandsthe exposure “Me, Ayrton Senna da Silva – 30 Years” was produced with resources from the Rouanet Law, through the Ministry of Culture, and has the official sponsorship of Austral Seguradora SA, Sociedade de Ensino Superior Estácio de Sá Ltda, Yduqs Participações SA

Discover the areas of the exhibition circuit:

1. “This is My Story”

The opening of the exhibition reverses the narrative, featuring a video with images of how the public meets Ayrton Senna and then the pilot takes over directing the story.

2. “Here I am Beco: Childhood Memories”

Through photos and audios, this space brings back memories of Ayrton’s childhood and adolescence, the pilot’s family experience, as well as showing his unshakable faith in God.

3. “Passion for Speed and Other Hobbies”

This room shows Ayrton’s life off the track, some of his passions, personal objects, hobbies and other tastes, especially his passion for speed.

4. “Kart Room: Ayrton’s Workshop”

In this space, Ayrton’s skill with mechanics and his history in karting are presented. His habit of disassembling and assembling his kart led his father, Milton da Silva, to build a workshop in his home. This area also has a kart mechanics game, which uses Kinect technology.

5. “England – Moment of Choice”

This stage, which is divided into three environments, portrays how Ayrton went to England and competed in the FF1600 and, after a period, decided to return to Brazil to work with his father and returned to England again, where he also achieved triumphs in the FF2000 and F3, until testing for Formula 1.

6. “Inside My Mind”

One of Ayrton’s main characteristics was his power of concentration. But, inside his mind, a series of conflicts and positive thoughts influenced his riding. In this room, the visitor is immersed in a sound room where they can participate in these thoughts.

7. “Rain King”

This space offers a scenographic experience, which includes a projection that gives the public the feeling of rain, a moment in which the driver’s millions of fans cheered, as Ayrton was recognized for being the best driver in the world on wet tracks.

8. “Winning is Possible”

The main attraction of the exhibition, this room features an immersive projection with some of the most exciting moments of Formula 1. With a motivational message, the purpose of this space is to show how the Brazilian driver inspires people to win.

9. “Senna Inspires Me”

As an extension of the previous room, videos and photos of people from different parts of the world who have Ayrton as an inspiration will be shown, which shows the importance of his legacy and how it can be perceived in various places around the world.

10. “Far Ahead”

In the last phase of the exhibition, visitors will be able to see tributes to Ayrton Senna for all these years of legacy.