Some projects stay with you long after the event is over, not because everything went perfectly, but because of how much coordination, problem-solving, and trust they required behind the scenes. #A2RL2025 was one of those projects for me.

AbuDhabi Autonomous Racing League led by ASPIRE is not just a race. It’s a live showcase of autonomous technology, AI, and engineering experienced in real time by the public, VIPs, partners, and government stakeholders.

Eventagrate Group involvement focused on the technology and on-ground activations layer the systems and experiences that visitors actually interacted with, and the ones that had to work flawlessly while the event was live.

The Challenge

A2RL 2025 wasn’t a single platform or a single activation.

It was Public visitors, VIPs and VVIPs, Government stakeholders, and Technical teams running live race operations. All moving through the event simultaneously.

The challenge wasn’t just scale. It was orchestration making sure registration, access control, live experiences, and physical activations all worked together seamlessly, in real time. And it all had to work live, across multiple days, entrances, suites, and fan zones.

The Foundation: Digital Operations

We started with the core systems that kept the event running:

• A full registration platform for Public and VIP invitees.
• Automated email journeys with QR-based access
• A tablet-based check-in system deployed across multiple entrances
• Real-time dashboards for monitoring registrations and attendance
• On-site systems fully integrated with the registration database

These systems formed the backbone, invisible to most guests, but critical to keeping everything moving smoothly.

Bringing the Event to Life: Physical & Interactive Experiences

Beyond operations, A2RL needed to feel alive.

This is where the physical and interactive layers came in:

• Live VR racing experiences powered by real-time telemetry data from the race cars
• Reaction Battle, a fast-paced LED floor game testing speed and coordination
• AI Concept Car Creator, where visitors designed futuristic A2RL-inspired vehicles and saw them displayed on a large media wall
• AI Mural, transforming guest photos into racing avatars that became part of a live digital installation
• AR Car Exploration, allowing visitors to scan the physical race car and reveal hidden technical layers through augmented reality

Each activation was designed to be intuitive, fast-moving, and engaging — built for a live crowd, not a demo room.

The Outcome

Over the course of the event:

• Tens of thousands of registrations were managed through a single platform
• Check-in operations ran smoothly with real-time visibility
• Fan Zone activations maintained high engagement throughout
• VIP and VVIP experiences operated seamlessly across suites and controlled areas

Like any large-scale live event, there were lessons particularly around communication flows for VIP audiences but overall, A2RL 2025 delivered a connected experience that matched the ambition of the technology it was showcasing.

A Personal Reflection

Projects like A2RL are a reminder that event technology isn’t about screens or systems.

It’s about bringing many moving parts together people, platforms, spaces, and stories so the experience feels effortless to the audience, even when it’s complex behind the scenes.

Proud of Eventagrate Group team, partners, and collaborators who made this happen under real-world pressure, and grateful to have been part of a project that pushed what live tech events in the region can be.

On to the next challenge.