McLaren has given the green light for an innovative piece of technology that will be used on its MCL60 this season: a dynamic digital display panel that will change brands as programmed.
The high-tech display was trialed at last year’s US Grand Prix in Austin and is the brainchild of British company Seamless Digital.
A dynamic digital panel – clearly visible from onboard cameras – is embedded on either side of the cockpit of McLaren’s car, but the display can be changed at will or programmed by the team.
The technology provides a unique and flexible way for McLaren to boost its pool of sponsors by offering the latter additional exposure by rotating brands, thus surpassing the constraints imposed by limited real estate on a car’s bodywork.
“From the Bahrain Grand Prix onwards, dynamic branding technology (created by Seamless Digital) will run on the MCL60 in all sessions throughout the season, including Grands Prix,” the team said.
“The two-display system around the cockpit was introduced as a test item during Free Practice at the 2022 United States Grand Prix and will now feature on the MCL60 at every event during the 2023 season.”
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So far, the panels have been used to display various branding options for McLaren partners Google and Chrome, and that is set to continue.
Seamless Digital CEO Mark Turner explained that the original idea for the dynamic digital panel came during his days working for the now defunct F1 outfit, Manor.
“Manor would design liveries that had these large voids for title partners that never really materialised,” Turner explained.
“It got us thinking about: how do you go about potentially monetising the sport in a different way so you’re not relying on one large single partner? And what kind of technology is out there that could assist in that?
“So we looked at ways to change brands quickly. Can we change brands on a car in a race? Can we change it sector by sector? Can we have a different brand on the left-hand side and the right-hand side of the car?
“It needed to be maximum impact, minimum penalty from a mass perspective. And that was where this thought came from.”
McLaren says the total weight of the two displays amounts to approximately 200 grammes. A smaller version of the dynamic display can be fitted to helmets.
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