Ferrari Esports Arena - Ferrari World, Yas Island, Abu Dhabi

Client: Blacklist Creative (UK)

Overview:

ARAM was commissioned by UK-based agency Blacklist Creative to design the world’s first permanent Ferrari-branded Esports Arena, located within the iconic Ferrari World Yas Island in Abu Dhabi. The result is a fully immersive racing experience that merges motorsport storytelling, immersive design, and advanced simulation technology – all in line with Ferrari’s global brand standards.

The arena is not a conventional esports venue – its purpose is not to host professional tournaments, but to immerse guests in the adrenaline of motorsport. Whether behind the wheel of a Ferrari GT simulator or standing in front of massive LED screens, every visitor becomes part of the action.

ARAM’s Full Design Scope

ARAM was responsible for the complete design and experience planning of the venue, including:

• Functional layout for all user groups (individuals, families, children, accessibility users)
• Multimedia systems design:
  • LED displays, projection, audio systems
  • AV control and integration with racing simulators
  • Interactive content zones
• Lighting design and specification:
  • Dynamic and static architectural lighting
  • Designed in collaboration with LightUp Studio
• Themed interior finishes and immersive scenic details
  • Including a signature ceiling sculpture shaped like a racing track
  • Red-and-black Ferrari-branded material palette
• Construction design and structural supports
  • Supporting AV rigs, LED walls, and thematic elements
• MEP & low-voltage coordination (technical design integration)
• Technical consultancy for AV/simulator interface and infrastructure

Experience Features

The Ferrari Esports Arena includes:

• 20 racing simulators (14 for adults, 6 for children)
• 3 F1-style simulators with cockpit-style seating
• 2 fully accessible GT simulators for people of determination
• 10 Ferrari car models and 9 official tracks, rotated monthly
• Immersive AV environment: real-time feeds, leaderboard displays, audio cues

Outcome

The Ferrari Esports Arena has become one of the flagship attractions at Ferrari World, and a core part of UAE’s Esports Island initiative, reinforcing Abu Dhabi’s ambition to be a hub for gaming, entertainment, and digital experiences.

This project showcases ARAM’s unique capabilities in esports venue design, immersive entertainment engineering, and branded AV experiences, building on decades of experience with top-tier global partners including ESL, Riot Games, PGL, Pokémon, Blast, and HeroEsports.