Fragrance house

Formula 1

Formula 1 traces its championship history to 1950, when the FIA Formula One World Championship was inaugurated and its first race was held at Silverstone on 13 May. The sport is governed by the FIA, while exclusive commercial rights are held by Formula One World Championship Limited. Following Liberty Media’s acquisition, Formula 1 undertook a 2017 rebrand, introducing a logo and visual identity designed for digital use as the organisation repositioned itself toward media and entertainment. In 2018, it launched its first global marketing campaign, “Engineered Insanity,” centred on engineering, intensity and emotional experience. Formula 1 entered fragrance in 2020 through a collaboration with Designer Parfums, announcing an Engineered Collection of five unisex scents for launch in 2021. The project brought its technical language into packaging through an aerodynamic bottle and replaceable 3D-printed exoskeleton inspired by an F1 car’s chassis and monocoque safety cell.