Reimagining the Fan Experience: Inside Ethara’s 16/360

At Ethara, innovation starts with a simple question: how can we make the fan experience better?

Across the venues Ethara operates and all the events we deliver, we always look for opportunities to challenge conventions and create experiences that delight our guests and raise the bar.

This is how 16/360 – the new premium experience at the Formula 1 Etihad Airways Abu Dhabi Grand Prix came to be.

Three temporary structures, built in eight weeks, on a stretch of land between the back straight, turn 16, and the start-finish line, closer to the track than anything else on the F1 calendar. An unremarkable plot that went unnoticed for 17 years is now one of the most exciting experiences the event has to offer.

In this episode of Moments in the Making, Alan Steel, Senior Executive Director at Studio Ethara, explains how 16/360 went from idea to physical reality, and what it means to rethink what a premium Formula 1 experience can be.